Speedo
This article's lead section may be too short to adequately summarize the key points. (February 2021) |
Parent Pentland Group | | |
Website | www | |
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Footnotes / references [1] |
Speedo International Limited is an Australian-British distributor of swimwear and swim-related accessories based in Nottingham, England.
Founded in
In accordance with its Australian roots, Speedo uses a boomerang as its symbol.[5] Due to its success in the swimwear industry, the word "Speedo" has become a generic trademark for racing bathing suits.
History
Speedo Knitting Mills
Company founder
The controversial yet revolutionary
Post-War expansion
After devoting most of its resources to the
The end of the 1950s also saw the beginning of a long-lasting business partnership which continues to this day. In 1958, Speedo began the manufacture of American Warnaco's White Stag ski-wear line. In exchange, in 1961, White Stag became the exclusive US distributor of Speedo swimwear. Through White Stag, Speedo's product line expanded to include men's and women's sportswear.[13] By the middle of the 1960s, Speedo had acquired 30% of Nottingham, UK textile manufacturer Robert Shaw and Company Ltd. and had established a European subsidiary. Licences were also granted to Japanese and South American corporations.[9] The 1968 Mexico City Summer Olympics saw 27 of the 29 gold medalists—22 of which set world records—wearing Speedo brand swimsuits.[9]
Speedo began the next decade by completing its acquisition of Robert Shaw and Company in 1971.[14] The 1970s also saw the company pioneer the use of elastane (spandex) and the brand's use in Olympic record breaking continued at the 1972 Munich and 1976 Montreal games, the latter of which Speedo was an official swimwear licensee.[9]
On Australia Day, 26 January 1981 the Australian Institute of Sport opened in Canberra, with Speedo as its first official sponsor.[9] Also early in the decade, Speedo provided equipment and training to China[9] to aid the communist country's return to the Olympics for first time since 1958.[15] Throughout the decade, the brand expanded its reach in Europe by licensing production in Italy, Spain, Sweden and other nations, bringing its total distribution to 112 countries.[9]
Modern technology
In 1990, British sportswear firm Pentland Group, which had just sold its shares of sneaker company Reebok, acquired a significant stake in Warnaco offshoot Authentic Fitness, which was the exclusive North American licensee of Speedo. Pentland followed this move with the purchase of 80% of Speedo (Europe) Ltd. Early the next year, Pentland completed its aggressive entrance into the global swimwear market by wholly acquiring Speedo Australia and Speedo International.[16] Under Pentland's ownership, Speedo expanded its line of swimwear to include more fashion-oriented beachwear as well as triathlon accessories.
The 1990s saw the creation of the low-drag S2000 suit, the chlorine resistant Endurance line as well as the Aquablade series which was worn by more than three-fourths of medal winners at the 1996 Atlanta Summer Games.[9]
Speedo began the 21st century with the introduction of its Fastskin swimsuit and, again, broke world records when the Summer Games returned to the swimwear leader's home town. The company website boasts that 13 out of the 15 swimming records broken in the 2000 Sydney Olympics were by athletes wearing Speedo.[17] Three years later, Speedo celebrated its 75th anniversary with special limited edition lines endorsed by Jerry Hall, Naomi Campbell and others. In 2004, Michael Phelps wore the Fastskin II, the latest evolution of the Fastskin series,[9] in Athens to become the first swimmer to earn eight medals.[17][18] Phelps followed up this performance four years later, earning eight golds[18] at Beijing, while wearing Speedo's LZR Racer suit[9][17] In 2010, the company launched Speedo Sculpture ShapeLine, a new line of body-shaping swimsuits for women.[19]
Products
Although the brand name Speedo is often
Accessories
Speedo offers a broad range of swim accessories including more than seventy models of goggles,
Footwear
The Speedo brand can be found on a wide variety of footwear including sandals, flip-flops, and water shoes. Speedo USA offers waterproof sneakers for aqua fitness training.[23]
Speedo Digital
The Speedo Digital line of accessories includes the waterproof Aquabeat and LZR Racer Aquabeat digital music players and related accessories, which are manufactured by South Korean consumer electronics company
Speedos Café
Swimwear
Speedo USA's men's collections are categorised as: Competition, Racing,
Controversial technology
Swim records were broken in Speedo brand silk suits in the 1930s, and the company was the first to introduce the use of nylon in the 1950s[10] and later nylon/elastane in the 1970s.[9] Speedo's most recent technological advances are found in the Fastskin, Fastskin FS II series and the LZR Racer suit.[17] Throughout the company's history, though, it seemed each design innovation was met with great controversy. Clare Dennis was nearly disqualified from her record-breaking Olympic meet because her suit showed too much skin;[8] early Speedo bikinis were banned from some Australian beaches;[9] more recently, the NASA technology in the LZR Racer suit Michael Phelps wore at the Beijing Olympics was the subject of great media scrutiny.[17]
Fastskin
In 2000, British designer and former competitive swimmer
In addition, the suits are custom designed for the type of stroke the swimmer will use as well as being engineered differently for women and for men. These high-tech suits make use of elastic compression materials to limit muscle oscillation and to compress the swimmer's body, while in other areas a more flexible fabric is used to allow greater range of motion. Leaving no detail overlooked, the design team also uses low-profile seams. According to author Frank Vizard, the Fastskin suits reduce drag by up to four per cent.[30] Speedo adapted this new fabric technology for the 2006 Winter Olympics.[20] The full-bodied Fastskin FSII Ice suits were debuted by the silver medal winning American women's bobsled team.[31]
By the time the bobsledders were given the opportunity to don their Fastskin suits, the line had already gone through several evolutions including the Fastskin FS-II and Fastskin FS-Pro. From the very beginning, these drag reducing suits were met with great resistance. At issue was
Ultimately, the suits were approved for use in the Sydney Olympics and in December 2000 the super-suit earned a place on
Four years later, the FSII debuted in the Athens summer games. While this next stage in swimwear evolution was quickly approved by FINA, it was not without controversy. Speedo competitor
In late 2011, in time for the holiday season, Speedo introduced a new Fastskin3 suit. This suit comes in two styles, Elite and Super Elite. Speedo developed the Fastskin3 as a racing "system", consisting of a newly introduced cap, goggles, and competition suit. Michael Phelps is the principal advertiser for the Fastskin3 line of suits, as Ryan Lochte has been reported to prefer the older Fastskin LZR Elite suits. In succession to the LZR Pro and Elite, Speedo switched the branding for their technical suits from "Fastskin LZR Racer" to "Fastskin", continuing the trend they left off in 2008 when they debuted the LZR Racer. The male suit is available as a normal-cut suit and a high-waisted suit that utilises the space in between the belly button and waist of the male swimmer. The core of Speedo's advertising campaign for the new line touted the benefits of "becoming one" with the suit. Speedo advertises up to 16.6% drag reduction and 11% improved oxygen economy. The system was sold featuring "fit point markers", allowing the swimmer to line up the suit, cap, and goggles to achieve an ideal fit and appearance. FINA approved this suit shortly after it was launched, and the suit was anticipated to be used at the London 2012 Olympics by a majority of athletes, along with the Arena PowerSkin Carbon Pro suit, which debuted in early 2012. However, a series of high-profile seam failures[38] and high costs for poor performance gain meant that the suit was a commercial failure. Most swimmers, including Phelps, ended up using a revamped version of the LZR Elite. The cap and a cut-down version of the "Super Elite" goggles are still sold today.
As of the Rio 2016 Olympics, Speedo's lineup of suits consisted of its flagship "LZR Racer X", known for an "x" pattern of silver kinetic taping; a second generation Elite dubbed the "LZR Elite 2"; and an entry-level "LZR Pro". The LZR X performed slightly better than the FS3 in terms of swimmer preference, but Speedo failed to capture much attention at the Games as
To combat the rapid uprise of choosing Mizuno among high-performing swimmers, Speedo released a new lineup of suits in 2019, in advance of the Tokyo 2020 Olympics. Dubbed the "LZR PURE" collection, the lineup consists of two suits: a new high-end LZR Pure Intent, designed to replace the LZR Racer X, borrowing many technologies like hamstring taping from Mizuno's suits, and intended to compete with Mizuno's ST variant of their GX-Sonic series; and a flexible LZR Pure Valor, designed to replace the LZR Elite 2 and compete with the dual-layered MR variant of the GX-Sonic series. Speedo has also released new goggles and a rebranded FS3 cap to go along with the launch.
LZR Racer
Speedo's most controversial move came with 2008's unveiling of the LZR (pronounced "laser") Racer. The super smooth suit, which was optimised with the help of NASA wind tunnels, uses welded seams and multiple woven fabrics to reduce drag by up to six per cent.[29] In addition, the LZR, like the Fastskin, utilises a core stabiliser, which acts almost as a girdle, to reduce muscle movement. This was designed to help the swimmer maintain the proper angle in the water for longer periods of time.[29][39] Popular Science magazine named the suit one of their "100 Best of What's New '08" list, calling it "The fastest swimsuit in the world".[40] Subsequent research revealed another reason for the suit's success: tiny air bubbles tended to be trapped between the swimmer's body and the suit, lifting the swimmer slightly so that they benefited from lower friction against air as compared to water.[17]
Speedo's website boasts that the LZR Racer was "so fast, it was banned from competition".[41] Indeed, the LZR Racer was banned from international competition by FINA in 2009, along with all full-body polyurethane suits. Men's suits were also banned from extending above the waist or below the knee. Women's suits could not extend past the shoulders or go below the knee.[17] However, by that time, swimmers wearing the suit had already broken at least 46 world records.[39]
FINA's ban on the LZR Racer and all "hi-tech" suits came shortly before Michael Phelps's 200 meter freestyle loss to
I'm done with this. It has to be implemented immediately. The sport is in shambles right now and they better do something or they're going to lose their guy who fills these seats. That would be my recommendation to him, to not swim internationally... The mess needs to be stopped right now. This can't go on any further.
— Bob Bowman, Associated Press
The vague decision by swimming's governing body stated that suit materials would need to be textile, rather than polymer-based, but offered no specific deadline for this changeover to occur. [45] The reason for the delay, FINA executive director Cornel Marculescu told the AP, is to give manufacturers enough time "to pass from polyurethane to textiles".[44] The ambiguity continued when FINA was unable to define textile.[45] The most specific aspect of the ruling returned men to bare chests and ladies to bare shoulders.[46] The current rule (GR 5.4), as posted on FINA's website, states "Before any swimwear of new design, construction or material is used in competition, the manufacturer of such swimwear must submit the swimwear to FINA and obtain approval of FINA".[47]
Speedo's latest version of the LZR Racer series, the LZR Racer Elite, carries the FINA stamp of approval. The Elite series, like its predecessor utilises welded seams and compression material to sculpt the swimmer's body.[41] The SpeedoUSA website specifically denies the new generation of LZR Racers is a "quick fix".[41] The most recent list of FINA approved swimsuits, which was published in January 2011 lists 78 specific Speedo brand swimsuits among 45 worldwide brands and nearly 720 models. Among them, 71 are Fastskin models and 13 are LZR series suits.[48] Several Speedo designs have been removed from the FINA list including the original LZR Racer, and multiple Fastskin models.[21]
FINA's ban on LZR Racers left Speedo with a significant surplus stock. The obsolete competition suits have found new life, though. London's
Another collaboration between Speedo and
This was not the company's first foray into recycled high fashion, though. In September 2010, sustainable fashion label, From Somewhere announced a new line of dresses made from Speedo's surplus.[53][54]
Online resources
YouTube channel
Speedo started its YouTube channel dedicated to Speedo and its products specifically in the context of "life in and around the water" on 2 March 2007.[55] One of the initial videos was aimed at journalists and providing them with a literal and virtual feel for what the athletes wearing the LZR Racer at the 2008 Summer Olympics felt by letting members of the media try the suits on in person in Beijing and sharing that experience virtually via YouTube.[56] For swimmers, videos posted cover a wide range of topics including swimming technique overviews and breaking down the process of designing and making swimwear.[57][58] Speedo's channel also features high profile athletes at different points of their journey as a professional swimmer such as at the end of a World Championships.[59]
Sponsorships
Olympic Committees
Team | Nation | Expires | Ref |
---|---|---|---|
Olympic Committee of Israel | Israel | N/A | [60] |
National teams
Speedo is the sponsor of several national swim teams.
Team | Nation | Expires | Ref |
---|---|---|---|
Swimming Canada | Canada | N/A | [61] |
Diving Plongeon Canada | Canada | N/A | [62] |
Synchro Canada | Canada | N/A | [63] |
Canadian Water Polo Association | Canada | N/A | [64] |
Colombian Federation of Swimming | Colombia | N/A | [65] |
Finnish Swimming Association |
Finland | N/A | [66] |
Hong Kong Amateur Swimming Association | Hong Kong | N/A | [67] |
Icelandic Swimming Association | Iceland | 2012 | [68] |
Israel Swimming Association | Israel | N/A | [60] |
Japan Swimming Federation | Japan | N/A | [69] |
Mexican Swimming Federation | Mexico | N/A | [70] |
Romanian Water Polo Association | Romania | N/A | [71] |
Royal Spanish Swimming Federation | Spain | 2014 | [72] |
British Swimming |
United Kingdom | 2016 | [73] |
Speedo also offers sponsorships to some High School and College (NCAA, NAIA, Junior college) Leagues as well as non-profit recreation leagues such as YMCA and Boys and Girls Clubs.[74]
Sponsored athletes
In addition to team and league sponsorships, these are the several celebrity athletes that are currently being sponsored by Speedo.[75]
Country | Name | Discipline |
---|---|---|
France | Gilot, Fabien | Freestyle |
Belgium | Timmers, Pieter | Freestyle |
Denmark | Blume, Pernille | Freestyle |
South Korea | Kim, Seo-yeong
|
Individual Medley |
Ukraine | Romanchuk, Mykhailo | Freestyle |
China | Li, Zhuhao
|
Butterfly |
China | Yan, Zibei
|
Breaststroke |
China | Ye, Shiwen
|
Individual Medley |
China | Zhu, Menghui
|
Freestyle |
China | Liu, Yaxin
|
Backstroke |
Canada | Thormeyer, Markus | Backstroke, Freestyle |
Russia | Chupkov, Anton | Breaststroke |
United Kingdom | Anderson, Freya | Freestyle |
United Kingdom | Dean, Thomas
|
Medley, Freestyle |
Netherlands | Heemskerk, Femke | Freestyle |
Russia | Efimova, Yuliya
|
Breaststroke |
Italy | Magnini, Filippo | Freestyle |
United States | Franklin, Missy | Backstroke |
United States | Meili, Katie | Breaststroke |
Canada | Masse, Kylie | Backstroke |
United States | Cordes, Kevin | Breaststroke |
Australia | Horton, Mack | Freestyle |
United States | Jones, Cullen | Freestyle |
United States | Adrian, Nathan | Freestyle |
Australia | Packard, Jake | Breaststroke |
United States | Beisel, Elizabeth | Individual Medley |
United Kingdom | O'Connor, Siobhan-Marie | Individual Medley |
Australia | Wilson, Matthew | Breaststroke |
Australia | Winnington, Elijah | Freestyle |
Australia | Throssell, Brianna | Butterfly, Freestyle |
Australia | Lewis, Clyde | Individual Medley, Freestyle |
Australia | McKeon, David | Freestyle |
Australia | McKeown, Kaylee | Backstroke |
Australia | Atherton, Minna | Backstroke |
Australia | Titmus, Ariarne | Freestyle |
United Kingdom | Scott, Duncan | Freestyle |
Australia | McKeon, Emma | Butterfly, Freestyle |
Denmark | Blume, Pernille | Freestyle |
United Kingdom | Carlin, Jazz |
Freestyle |
Spain | Belmonte Garcia, Mireia | Butterfly, Freestyle, Individual Medley |
United States | Murphy, Ryan | Backstroke |
United States | Flickinger, Hali | Butterfly, Individual Medley |
United States | Dressel, Caeleb | Butterfly, Freestyle, Individual Medley |
United States | Miller, Cody | Breaststroke |
United States | Curtiss, David | Freestyle |
United Kingdom | Peaty, Adam | Breaststroke |
Australia | Simpson, Cody | Butterfly |
See also
- High-technology swimwear fabric
- List of generic and genericised trademarks
- List of swimwear brands
- Tyr Sport, Inc.– Speedo's chief American competitor in the performance swimwear market.
- Warnaco Group – Speedo's exclusive North American licensee
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