"No one had really focused on that population of athlete, " says Sean Murphy, an advanced products engineer at New Balance.

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"Yeah, there's that little thing called safety, " says David Hermance, executive engineer for Toyota's Advanced Technology Vehicles.

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The company also hired Jim Mergard, a leading computer chip designer from Samsung who had spent 16 years at Advanced Micro Devices as a vice president and chief engineer there before he left for Samsung.

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"Yeah, there's that little thing called safety, " says David Hermance, executive engineer for Toyota (nyse: TM - news - people )'s Advanced Technology Vehicles.

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