Word: shoeing
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Dates: during 1980-1989
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...hope, however, is not lost. In true Hollywood fashion, the heroine enters to save the day. Michelle Pfeiffer stumbles in, three hours late, with broken shoes and a mouthful of chewing gum. She is Suzie Diamond, an entrancing former employee of the Triple A Escort Service. Tired of being the glittering wrist ornament of shoe vendors and lug-wrench magnates, Suzie hopes a nightclub microphone can lead her to a better life...
When the jogging and fitness craze began in the mid-1970s, athletic-shoe manufacturers were dubbed "Adidas and the Seven Dwarfs." But by the early 1980s, while West Germany's Adidas remained No. 1 outside the U.S., fast- rising Nike dominated the American market. The company was started in 1972 by current chairman Philip Knight, 52, a University of Oregon graduate, and Bill Bowerman, 78, his former track coach, who used a waffle iron to make their first soles. (The now famous Swoosh trademark on the side of the shoes was designed by an art student for $35.) Nike...
...Shoe designers finely tune each category of shoe to its particular activity by studying human motion and physiology. Reebok's baseball shoes, for example, have a specially designed cleat pattern called SpeedSlot for fast starts and stops. Crafty Nike marketeers have also invented in-between products, most notably the cross-trainer shoe, designed for an all-around athlete. Cross- trainers offer enough lateral support for the sideways motions of aerobics and basketball but are light and flexible enough for jogging...
...cutting edge of shoe science, Nike and Reebok are engaged in a battle that is based on thin air. The Air Nike line of basketball shoes, which contain pockets of compressed gas in the soles to provide cushioning, became an instant hit two years ago when transparent plastic windows were added to show off the air cells. The most popular model is the Air Jordan (price: $110), named for Chicago Bulls superstar Michael Jordan, who receives an undisclosed royalty for each pair of shoes sold. This year Reebok is fighting back with its Energy Return System, found...
...couches and onto their exercise bicycles, has been widely praised. But Reebok's recent "Let U.B.U." ad campaign, which starred eccentric characters in surrealistic situations, was considered a bust. All the major manufacturers have hired celebrity pitchmen. Nike pays multitalented pro athlete Bo Jackson to sell its cross- trainer shoe, and Joan Benoit Samuelson to advertise its running line. L.A. Gear keeps retired Los Angeles Lakers star Kareem Abdul-Jabbar on its payroll; his former coach Pat Riley is under contract with Reebok...