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In an effort to downplay the military and war theme that initially defined G.I. jOE, in 1969 G.I. jOE became “The Adventures of G.I. Joe. Then in 1970, fully transitioned to "The Adventure Team".

G.I. jOE battled non-human foes like ecological disasters and wild animals. Instead of the typical soldier fatigues, the Adventure Team was dressed for action adventures at sea, in the jungles, the deserts, the mountains and in the sky.

The 1980's came to see the rise of terrorist organizations threatened by the American way of life. Instead of G.I.jOE battling a specific country, they would instead fight a world-wide terrorist organization named COBRA, bent on world domination.

Fast forward to 2003, a new enemy arose with similar designs on world domination, simply called "The Adversaries".

Their logo is of the letter "A" with a dynamite plunger in front of it. Fitting name for a group of former military soldiers who now do freelance for the highest bidder.