Inventor Richard Palmer takes few shovel shots to the head and kneecap as he demonstrates the effectiveness of his D30 foam at absorbing incredible impacts. In this case, a Sky TV news reporter takes a few vigorous swings at him, and Palmer says it doesn't hurt a bit.

Palmer says the substance is now being tested in the United States for use in helmets worn by riot police, as well as protective gear for bikers, snowboarders and skiers. He's not saying what his weird cushiony stuff is made of, but adds that the harder it's hit, the more resilient it gets. Should be perfect for the National Football League. — Charlie White

Via Sky News