Word: sports
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Dates: during 2000-2009
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...keen to feature free running in their advertising at the moment, but that interest is "going to die out at some point," reckons Paul Corkery, a 34-year-old Londoner in charge of Urban Freeflow, the team of free running teachers and performers behind the London event. Prolonging the sport's life requires taking the initiative...
...mention sponsor's cash. Billboards for Barclaycard and Sony Ericsson, just two of the event's sponsors, lined the London venue. Keen to tap the sport's broad audience - pinstripe suits and polka-dot dresses figured among the sweat pants and sneakers in the crowd - Dan Mathieson, head of sponsorship at Barclaycard, even claimed "the fluidity and freedom of movement associated with free running mirror the key needs of Barclaycard customers." To fans of the free-spirited sport, that's a tough sell: Mathieson's presence on the stage at the end of competition drew loud jeers from the crowd...
...that hasn't stopped others looking to cash in on the pursuit's rising profile. "This is where skateboarding was 30 years ago," says Laura Sanders, global sales director for U.S.-based climbing shoe maker Five Ten, who flew in from California to watch the event. Confident in the sport's potential, the firm has designed shoes for free runners, and is even looking into sponsoring top athletes. Free running "needs to be treated like a sport," agrees Gabriel "Jaywalker" Nunez, the 25-year-old from Los Angeles whose flips and twists eventually earned him the inaugural title of world...
Joel Stein's wisecrack about Smith College and field hockey was a cheap shot either at women's colleges, sexual preference or the sport [Sept. 1]. It wasn't funny. It was also wrong. Field hockey is largely a male sport internationally, and if Stein had tuned in to any of the Olympic matches, he would have seen jaw-dropping displays of athleticism and speed. Stein should have gone after beach volleyball. Elizabeth Hoffman, HUMMELSTOWN...
...though. Palin is known as an avid hunter; Scully is best known for his vigorous defense of animal rights. A vegetarian who is regularly critical of the NRA and much of the hunting community, he is a passionate advocate for doing away with the more brutal versions of blood-sport, including aerial hunting, which Palin supports...