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In 1973 track athlete Steve
Profontane became the first major track person to wear Nikes.
Olympian Jon Anderson and tennis player Ilie Nastase soon
followed as Nike wearers. Jimmy Connors won Wimbledon and U.S.
Open wearing his Nike tennis shoes. All of which was swallowed
by an eager set of consumers. When the aerobics explosion took
place Reebok saw the market potential and began to make
sneakers in softer materials and in colours appropriate female
tastes. The shoes were less rigid in construction. In the
Atlanta Olympics, 1996 the battle between manufacturers of
shoes was at its height. Reebok were the official footwear
supplier but other companies launched massive promotions. Much
ambush advertising was in evidence with Nike attempting to
promote the rings logo on their track and sportswear kits.
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