Shoe Shopping for London Marathon

4:40 AM ET Fri, 20 April 2012

Eager athletes are looking forward to the London Marathon this weekend. Alistair Cameron, Europe CEO of sportswear firm ASICS, told CNBC why up to 50 percent of participants will be wearing ASICS trainers. "We have 100 scientists working on the shoes and evolving them. It's that Japanese Kaizen approach of each product getting better," he said.