The profile of the sport reached a new high in the 1980s, with a number of athletes becoming household names (such as Carl Lewis , Sergey Bubka , Sebastian Coe , Zola Budd and Florence Griffith-Joyner ). Many world records were broken in this period, and the added political element between competitors of the United States, East Germany , and the Soviet Union, in reaction to the Cold War , only served to stoke the sport's popularity. The increase in the commercial capacity of track and field was also met with developments in the application of sports science , and there were many changes to coaching methods, athlete's diet regimes, training facilities and sports equipment. This was also accompanied by an increase in the use of performance-enhancing drugs . State-sponsored doping in 1970s and 1980s East Germany and early 21st century Russia , as well as prominent individual cases such as those of Olympic gold medallists Ben Johnson and Marion Jones , damaged the public image and marketability of the sport.