TODAY | November 15, 2013
>> we'll shift gears now. literally. bicycle gears. a new safety feature for bike rider who is are concerned about their wellbeing and hair too. michelle kosinski is in sweden this morning with the women behind a product generating a lot of buzz. michelle, good morning.
>> hey, good morning, we're here in -- oh, oh -- okay, the bike accident we planned. the story is this new bike helmet . it san air bag for your head. getting global attention right now invented by two graduate students here.
>> reporter: miss that crash? look at this one in slow motion . instant helmet from a pouch around the dummy's neck. other tests, equally dramatic. even in real life , that amazing thing.
>> it's not very heavy at all.
>> reporter: dreamed up for their masters thesis in industrial design from their mutual hatred of the helmet.
>> i don't want anything on my head. i don't want my hair to be destroyed.
>> reporter: so you guys would bike out in your city without a helmet.
>> everyone did.
>> everyone did.
>> reporter: no matter how you high-tech them or trick them out, many agree in some places where mandatory helmet laws were enacted ridership actually dropped. it took 7 years to engineer it but they sold thousands in europe. anna carries around with her the first letter from a rider that said they believed it saved her life.
>> if i hadn't worn my invisible helmet i would have smashed my head on the concrete.
>> that was giving us goosebumps of course.
>> reporter: inside are sensors analyzing your movements to determine what is a real crash.
>> so we have to simulate all known bicycle accidents.
>> reporter: we kept trying to trick it into deploying, no luck. took a quick neck spin.
>> it didn't hurt but it's tight around your neck. it's hard like a -- yeah, like a football or something. i feel a lot safer now.
>> reporter: on a bike in traffic, this could be no joke, very real safety.
>> i think i see a future halloween costume in this. but the makers say the tests have proven it to be three to four times more shock absorbant than a regular helmet and it covers your head and neck. and you don't have to wear anything on your head while riding a bike. it costs more than $500, one time use and so far is not available in the u.s.
>> it maybe $500 but michelle, those imagines of you trying to trick the helmet, priceless.
>> we'll make a music video out of that.
>> thank you so much.
>> reporter: i walk away with only a broken leg. it's great.
>> put yourself into it.
>> i love it.
>> coming up, adam levine is here. we talk to him about the voice and