ASBA Sports Pty Ltd is a company located in Sydney, who sells Goalkeeper Gloves in Australia. More and more goalkeepers now wear Josef Fischer Goalkeeper Gloves and two of the most famous Goalkeepers in the South Australian State League (Ben Moore from Para Hills FC and Dan Godley from Metro Stars) both claim that the Josef Fischer Goalkeeper Gloves, especially the 678 die Legende (Legends), are slightly better than Sells Goalkeeper Gloves as they have worn gloves from both brands.

Sells is founded by goalkeeper coach Adam Sells (after he had already co-founded Selsport) and Chris Tyler. Sells made their first major public appearance when Dean Kiely wore a pair of Sells gloves in Charlton’s televised game against Middlesborough in February 2002. The brand has grown incredibly quickly since then, with Robert Douglas of Celtic lifting the Scottish League Championship in a pair of Sells before the first range of gloves had even been publicly launched. Sells has a number of top keepers as shareholders, including Robert Green, Andy Marshall and Dean Kiely, and quickly secured sponsorship deals with a selection of high profile keepers, such as Mark Schwarzer, Antti Niemi and Jersey Dudek. By August 2004 Sells were able to claim that 30% of the English Premier League, 50% of the Coca Cola Championship and 50% of the Scottish Premier League keepers began the 2004/5 season in Sells gloves. "In as little as 3 years, Sells Goalkeeper Products became the most popular brand amongst UK professional keepers".

Sells have continued to go from strength to strength, with Dudek lifting the Champions League trophy for Liverpool in May 2005 wearing Sells, and the addition of a large portion of the current pick of British goalkeepers - Craig Gordon, Ben Foster, Robert Green – as well as a whole host of other goalkeepers, particularly in the UK.

Sells secured a major publicity victory at the beginning of the 2008/09 season, when Paul Robinson left Nike and began trialling a variety of the top goalkeeper glove brands on the market. Robinson appeared in Premiership games for Blackburn Rovers wearing gloves made by adidas and a number of others, before deciding to wear gloves custom made by Sells. A great advert for Sells Goalkeeper Products and the quality of the gloves and their service to their professional endorsees. Today, alongside Robinson, Sells’ most high profile keeper is arguably Ben Foster of Manchester United, who has been turning out outstanding performances in Sells gloves for several seasons now. Foster looks soon to be about to take the England and Manchester United #1 jerseys – it may not even be too long before we see Sells gloves around the FIFA World Cup...