A brand new boot aimed specifically at the rugby playing market. Contrary to description, it's not a big sector, but it's an important one. Make the boot stand out. Give it a difference. Why would a tight-head prop opt for this boot over any other?

Any advantage in this game has to be taken, and exploited. Asics had built these boots with a small, specific heel angle in to the sole. That small difference made all the difference. Faster starts from a standing start and a more solid footing on pitches of every quality, wet or dry. It was all about the angles it seemed.

Backed up with relevant in-store marketing and displays that reinforced the message, the boot launched successfully - and profitably. Give a rugby player an advantage over any opponent and he'll use it. We just applied the same thinking to what we do.