First Team Sports Inc., No. 2 in in-line skates, is coming on strong, too, with Wayne Gretzky promoting its Ultra-Wheels line. And with Rollerblade's most popular skates retailing for $139 and $199, Taiwanese knockoffs, some priced below $50, are grabbing share at the low end. Even Fisher-Price (BW--June 17) has jumped in, with kids' skates that can be adjusted for growing feet. More worrisome, Rollerblade and other manufacturers face a potential backlash as skating injuries rise. In-line skates are faster than traditional models and can reach speeds of 30 mph. So Rollerblade is spearheading a safety campaign. Still, nothing has slowed down Rollerblade. It has moved into apparel, called Bladegear, and accessories such as kneepads. Because of marketing knowhow and similar customers, says Sundet, "our long-term relationship with Benetton could prove as beneficial as our relationship with Nordica.