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The present invention relates to highly elastic polyurethane contact adhesives, a process to coat substrates with these contact adhesives, and the coated substrates produced by this process. This invention requires a) a polyisocyanate with a functionality of less than about 4 and b) a polyol blend comprising 1) about 90 to 100% polyethers with molecular weights from about 1,800 to 12,000 and average functionality from about 1.5 to about 4, and 2) up to about 10% of chain extenders with molecular weights from about 60 to 400 and average functionality from about 1.5 to about 3. The functionalities and amounts of components a) and b) are such that the molecular weight between crosslinks is from about 7,000 to about 16,000 and the equivalent ratio of isocyanate groups to isocyanate-reactive groups is from about 80:100 to about 120:100 and the urethane group content is from about 1 to about 8%. It is preferred that at least one of components a) and b) have a functionality of greater than about 2.2.