Spring/Summer 2008
December 2007
Behind the brand - Speedo Interview
We get under Speedo’s skin
Think of swimming and you think of Speedo. This issue, we get the low-down on the briefs we know and love.
So, where did it all begin for Speedo?
In 1928 in MacRae's Knitting Mill in Australia, a staff competition was held to name the new 'racerback' swimming costume. Captain Jim Parsons coined the phrase 'Speedo on in your Speedos and the Speedo name was born!
Where do you look for inspiration for new materials - is there anything in the pipeline?
Aqualab is Speedo's research and development facility. The Aqualab team push the boundaries of sport science and technical innovation to create leading edge swimwear, apparel and equipment. Aqualab works with teams of experts from diverse industries including aerospace, engineering and medicine, as well as leaders in sports science, fabric technology and garment construction. The resulting innovations are rigorously trialed and tested with partner athletes, ensuring Speedo remains at the forefront of swim technology.
Do you have much feedback from swimmers? How does this affect the design for next season garments?
Athletes are an essential part of all product development. From inspiration through to testing, we involve our UK athletes, such as Liam Tancock and David Davies, as well as international athletes including Michael Phelps and Grant Hackett. All athlete feedback and insights are used by the Aqualab team to develop and refine ground breaking innovations to offer athletes the best products in the world.
Speedo have a reputation of making very small briefs, 'Speedos'. Do you think this has worked in your favour or is this something you would like to shake off?
Speedo has an incredible heritage in swimwear and to be so synonymous with the sport and key products is both unique and envied by our competitors. We embrace and leverage this reputation to promote the extensive range of Speedo swim products, ranging from performance through to wellbeing and fashion collections covering all genders and transcending ages. No other brand has this fantastic heritage in water so we're very proud of it!
Speedo is hugely popular with athletes all over the world. What percentage of your market is now in the UK?
Speedo is the world's leading swim brand, with products being sold in over 170 countries and worn by thousands of athletes, too many to count in fact! The UK is at the heart of Speedo in many ways, not least as our international head office is based in Nottingham, but also through our sponsorship of British Swimming and key athletes, clubs and coaches who are an essential part of our product development and marketing strategies.