Helmetmaker Riddell plans to introduce a $1,000 Helmet to protect footballers, TIME reports.
Says Riddell marketing chief Jim Heidenreich: "If people buy $1,000 drivers and $500 baseball bats, we hope they'll spend that kind of money on head protection."
Riddell's high-tech helmets, wirelessly relay data to a PC that can send a pager alert if a player receives a hit or a series of hits that exceed a certain magnitude.
