Goggles were used in the crossing of the English Channel back in 1911, but only in 1970 appeared at international competitions. With the advent of rubber technology, latex swimming caps became mass-produced in the 1920s, and more efficient silicone caps appeared in the 1970s. With the development of new materials that tightly fit the body and offered lower resistance to water than human skin, this trend was reversed to a complete body coverage from heels to neck and wrists. In 1999, Australian competitive swimmer Ian Thorpe signed with Adidas for an undisclosed six-figure sum, to race in their new bodysuit, although the national team was sponsored and wore outfits designed by Speedo. Thorpe's success in the 2000 Summer Olympics wearing the Adidas full-length black polyurethane bodysuit, in contrast to other swimmers wearing textile swimwear (males wore legskins, jammers, or briefs, while females wore racerback maillots), led to other swimming manufacturers such as Speedo and Mizuno to create their own rival bodysuits. Thorpe subsequently worked with Adidas which in 2003 released the adidas JETCONCEPT bodysuit, whose design "came from the V-shaped grooves currently used on the wings and fuselage of civil aircraft". The LZR Pro and LZR Elite lines were launched on 13 February 2008, with the LZR Elite being marketed as "the world's fastest swimsuit." It was the focus of Speedo's campaign for the 2008 Summer Olympics, spearheaded by Michael Phelps of the United States. They created a holographic (visually generated) video of Phelps wearing the suit which was displayed in London, Sydney, New York, and Tokyo on the day of the suit's release. Speedo's LZR Racer had become so effective by the eve of the 2008 Summer Olympics that many swimmers, despite them or their swimming federations having exclusive contracts with other apparel makers, have chosen the LZR Racer over competing bodysuits. At that year's Olympics in Beijing, 94% of all swimming races were won in that suit, while 98% of all medals were won by swimmers wearing that suit, and 23 out of the 25 world records broken were achieved by swimmers competing in the LZR suit. , 93 world records had been broken by swimmers wearing a LZR Racer, and 33 of the first 36 Olympic medals have been won wearing it. In 2009, FINA rules and regulations were altered, effective from 1 January 2010. Suits made with polyurethane were banned because they made athletes more buoyant.