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Ashe: When one arrow simply isn't enough.
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In terms of the Reds and Quints, Armor pen is simply vital for ashe as a champion purely because the majority of her attacks are auto attacks and can throw arrows out like wildfire when built correctly.
When we come to the yellows, The mana regen is extremely useful due to the fact that you can A) Sustain frost shot for a longer period of time, and B) When early laning, The mana regen is useful for constant pressure with Volley (to a certain extent as the runes do not cover the amount of mana consumed by the Volley if fired every time if off CD)
And finally we come to the CD Blues. I personally have chosen these purely because they can potentially turn most fights around; one example being if your laning mid, and you realise there is a gank heading your way you cannot avoid, with those runes, you can increase the chance of getting your ulti ready, just incase an enemy champion gets close. I realise you can choose to use Flat CD blues for this, but I prefer the per level due to the higher CD near the end game.
If you could please leave comments on how you found it, And also, anything I can improve on, I wish to begin making more builds and to increase the quality on which I create them