Dainese company leader in the field of sportswear was facing a big challenge: to develop the key product of their bike helmet range in a very short time with the greatest value for the customer. They decided to be pioneers in the use of Agile for the development of physical products. During this talk we will go through the story of this product, providing a compelling example of what is the Agile approach outside the IT and explain the key factors to success as well as the shortcomings and the obstacles the team had to overcome. This case study will highlight how an Agile approach can be beneficial in a complex environment like the one this organisation had to operate: - a new technology to master - a brand new plant to produce the product - a global supply chain to set up and to coordinate We demonstrate how the use of Agile for physical products can be beneficial to: - do the test and learn to validate hypothesis on the product and the business model - reduce the risks - develop incrementally a hardware product Come and learn how to apply agile beyond IT!