ST. PETERSBURG -- The shoe wars continue. Nike timed it right to open its first shop in St. Petersburg in the middle of the Goodwill Games -- where rival Reebok is a major sponsor.


Nike opens its shop Friday on Nevsky Prospekt, the main street of the city and site of numerous commercial establishments.


With the latest opening, St. Petersburg residents now have a range of Nike, Reebok and Adidas shoes to choose from. A pair of good running shoes could cost close to the equivalent of a month's salary for an average Russian: about $100.


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As the competition gets into the semifinals of major events, officials are hoping for an increase in crowds.


"Ticket sales have also been increasing for some of the events next week and the closing ceremonies," said Jack Kelly, president of the Goodwill Games. "This is because the system of ticket buying is better understood."


"We also understand that the range for tickets is 5,000 to 28,000 rubles ($2.50 to $14) and we think that is a very good price range for what we believe the market to be."


The deputy mayor of St. Petersburg, Vitaly Mutko, said television is emphasizing the wrong things.


"Television shows only places in the stadium where athletes and guests sit, which are empty," Mutko said. "If there is an absence of interest maybe it is because television is broadcasting soap operas over sports during the day."


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Simon Lessing of Britain took a tour of the picturesque scenery outside St. Petersburg. However, he did not take time to appreciate it.


Lessing won the men's triathlon at the Goodwill Games with a time of 1 hour, 55 minutes 32 seconds. The event consists of a 1,500-meter swim, 40 kilometers of cycling and 10 kilometers of running.


Russia's Dmitry Gaag and Alexander Merzlov were second and third with Nathaniel Llerandi of Boulder, Colorado, in fifth. Isabelle Mouthon of France took the women's event in 2:09:34.8. Rina Bradshaw of Australia was second with Americans Katie Webb and Karen Smyers third and fourth.


The course went some 40 kilometers outside St. Petersburg to the village of Kavgolovo. It started in a lake, went into the hills for the cycling and ended with the running. It was the first time that the triathlon was run at a multi-sports event. Triathletes hope their event will be part of the competition at the 2000 Olympics in Sydney, Australia.


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Thieves are pulling down Goodwill Games flags all over St. Petersburg.


Police said more than half of the flags set up around the city have been stolen already, and the games are less than a week old.