By the mid-1970s, with the emergence of the Women's Liberation Movement, girdle sales began to drop as they came to be associated with anti-independence and emblematic of an era that was quickly passing away. In response, DuPont reimagined Lycra as the aerobic fitness movement emerged in the 1970s. This expansion furthered at the 1968 Winter Olympic Games, when the French ski team wore Lycra garments to compete. This popularized the brand as essential athletic wear because of its flexible and lightweight material. The fiber proved to be especially popular in mid-thigh-length shorts worn by cyclists.