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Pro-Choice is a popular American active-wear and footwear company. The company enjoys several endorsement deals with successful athletes and other A-List celebrities. Always mindful of its position in popular culture, Pro-Choice has garnered a "free-spirited" and "liberal" image among consumers.
Pro-Choice was founded in 1973 by Roe v. Wade on the windswept steppes of Eugene, Oregon. Wade, a track and field coach, originally intended as a one-off track and field shoe. The shoe was an experiment in sole design, with the tread pattern melted on using a wire coat hanger. The shoe gained prominence when Frankfort University of Central Kentucky track star Steve Postfontaine wore them in the NAACP track and field finals in 1974