Word: gearing
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Dates: during 1980-1989
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...Moroccan businessmen chatted and soaked up the warm winter sun at the outdoor cafés, and young women scurried across the capital's Place des Alaouites to their mid-morning appointments. At a major intersection a few yards away were contingents of police outfitted with full riot gear and swinging batons at their sides. Pointing to other men in civilian clothes lingering near by, a taxi driver mused aloud, "Undercover officers. They've been here since Saturday, following 'the Troubles...
...World Cup downhill race. His teammates were jubilant, but no more so than the company that makes his ski boots. The day after Johnson's victory, executives at Swiss-owned Raichle Molitor U.S.A. began planning a new advertising campaign to celebrate the performance of the skier and his gear. The slick ads, picturing Johnson at full tilt, will soon appear in the pages of several ski-industry publications...
Companies leave little to chance in ensuring that their equipment is displayed to its best advantage. Technicians known as "racer chasers" accompany skiers from mountain to mountain in brightly marked vans to help them prepare their gear for events. The payoff comes when the winning racers pose for photographers holding skis that are plastered top and bottom with splashy trademarks. If manufacturers had their way, skiers might become as laden with logos and decals as race drivers usually are. But International Ski Federation rules say that trademarks on goggles and gloves, for example, can be no larger than...
Finding hot new competitors to serve as skiing billboards is a long-term job. The makers of France's Rossignol skis employ teams of scouts who follow the racing circuits looking for potential stars. Austrian manufacturers provide free gear to nearly 600 promising youths, some under the age of ten. Comments Christl Haas, a gold-medal winner in the 1964 Innsbruck Games: "These toddlers all have at least three pairs of skis and a company representative to wipe their noses...
Nowhere has the "camo" craze been more noticeable than in Washington, where Redskins mania has been epitomized Running Back John Riggins' off-field military garb. Sales of military gear have "broken all records," according to Laura Loeb, manager of Washington's U.S. Military store. A city bus was even decorated in camouflage as a promotional stunt for the National Guard. Meanwhile in Hollywood, stars like Priscilla Barnes of Three's Company are donning camouflage and more exotic military wear. "I've sold flight coveralls to Raquel Welch," reports Jeff Stein, owner of the Camp Beverly Hills...