ASICS has been developing sports footwear and apparel for more than 50 years. In this time, innovation has been the key to there introduction of design philosophies that have revolutionised the world of sports. At there research and development centre in Kobe, Japan, they work in close collaboration with male and female athletes. Through there scientific approach they have strived to create highly innovative sports product solutions that there customers rely upon. Technologies, such as core GEL cushioning system and Flytefoam are renown for enabling the most comfortable and performance-enhancing footwear and apparel on the market, for athletes and active consumers alike.