There is no question that the football equipment industry is one that can produce a lot of profit. It is the biggest sport at many colleges across the United States, and one that brings a lot of money to those schools. Because of this, there is a lot of money funded back into these programs to make them top-notch. Big universities are willing to shovel out thousands and thousands of dollars to go toward equipment and gear for these programs. The helmet is one piece of equipment that has had a lot of technological innovations. And for good reason! It protects the players from possible life-altering head injuries. It is uncertain how much protection a player can get from a 3-inch piece of plastic, but companies will always try to improve it in order to outperform the competitor. Even though the improvements may be small, it doesn’t mean that companies won’t try to fetishize this safety to sell more helmets. Consumers will likely continue to desire the “better” product because of this fetishization.