A revolutionary new foam has been developed which its makers claim can protect people from pain and injury when they hit something at speed - or when something hits them.
Bikers, cyclists, snowboarders and skiers could benefit from wearing suits and helmets containing D3O, and riot police in the US are putting it through its paces.
Its inventor, Richard Palmer was so confident of its miraculous properties that he put some of it into his beanie hat and let a reporter smash him over the head with a shovel.
This is probably the best product demonstration. Ever.
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