What's different about the football helmets made by Vicis?

Concussions in the NFL is a topic that won't go away until someone solves the problem. People have been talking about it for years, but now there's a Will Smith movie about it -- so the league is making major changes to its rules in the face of public outcry and litigation. And now, companies are applying engineering and new technology to the problem.

Seattle-based Vicis is designing helmets that give way upon impact, similar to the technology used in a car's crumple zone, as opposed to a traditional helmet's design, which shields the wearer's head from obvious injury, but transfers most of the energy to the player's skull, neck and brain. The helmets are about $1,500 compared to the $400 a regular football helmet costs.

Bloomberg Business profiled the company in a recent article and more information can be found on the company website.