think about how much different BMX and skateboarding helmets are than bike helmets. Talk about a market that places a premium on cool -- yet, that's got tons more coverage than a typical bike helmet. ditto with hockey.

Compare these
http://www.fogdog.com/sm-bmx-pro-hel...p-1066858.html

and these

http://www.fogdog.com/family/index.j...711662.1900486


to these

http://www.fogdog.com/family/index.j...=713103.972050

I'd bet you'd find an accepting public if you could get the right styling/graphic design.