LAS VEGAS—G-Form very much wants to alert you of the damage that can be done to your gear if you store it in bags or cases that don’t provide the proper amount of protection. And it’s willing to use a bowling ball to smash some M&Ms to make its point.
The case and athletic gear maker featured a demo at its CES 2013 booth at the Las Vegas Convention Center to demonstrate just how its Reactive Technology Protection (RTP) fares compared to more convention cases. The material in G-Form’s cases is soft and flexible most of the time, but whenever there’s an impact—say, when your smartphone falls out of your hand toward the unforgiving concrete below—the material stiffens, blocking out most of the collsion.
And G-Form had quite a collision to show off at its booth. G-Form’s Bill Reifsnyder dropped an eight-pound bowling ball three feet on top of two layers of a generic neoprene laptop case and then repeated the test by dropping it on two layers of own his company’s own cases. Because you can only sacrifice so many mobile devices in the name of science, Reifsnyder used M&Ms instead of smartphones to gauge the effects of the impact. In the test with the generic neoprene case, those M&Ms were reduced to candied chocolate dust; the G-Form case, however, absorbed the brunt of the bowling ball’s impact, and the M&Ms lived to fight another day.
G-Form is no stranger to eye-catching demos to make the case for its approach to protective gear. In 2011, the company stashed an iPad in an Extreme Sleeve iPad Case and dropped it 500 feet from an airplane. (You can watch that demo on YouTube.) It’s performed similar drops with an iPhone 5.
G-Form is showcasing a variety of cases for the latest mobile devices, including its $40 three-layer Extreme case for the iPhone 5. The company offers that same $40 case for the Samsung Galaxy SIII, and it sells a $90 Portfolio Case for the iPad an other 10-inch tablets.
In addition to its electronics gear, G-Form also puts its RTP technology to use in athletic equipment—crash shirts, shinpads, kneepads, and other protective offerings for extreme sports enthusiasts. G-Form just expanded its athletic gear lineup into mixed-martial arts fighting with shorts and shinguards. Hopefully, those fighters will fare better than the M&Ms did in G-Form’s CES demo.