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, China, the Soviet Union, 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.