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Speedo

Speedo is a globally recognized swimwear brand specializing in competitive, training, and recreational apparel for , founded in 1928 on , , by Scottish immigrant Alexander McRae as the first company to produce non-wool swimsuits. The brand introduced the innovative Racerback suit that year, featuring a short-sleeved, short-legged design made from a non-wool silk material that provided greater freedom of movement compared to traditional garments. Over the decades, Speedo has pioneered several key advancements in swimwear technology, including the first nylon-based swimsuits in 1957, chlorine-resistant fabrics in 1994, and the Shapeline collection in 2010, which offered near-customized sculpting fits for enhanced body confidence. A of the since 1991, Speedo has become the world's leading swimwear brand, equipping more medal-winning swimmers than any other and maintaining a strong focus on performance-driven products for elite athletes and everyday users alike. One of its most notable innovations, the suit launched in 2008, was developed in collaboration with engineers using compression panels, , and a water-repellent coating to reduce drag and enhance , contributing to 94% of world records set at the 2008 . This suit's dominance prompted the Federation (FINA) to ban such full-body "tech suits" in 2009, reshaping competitive swimwear regulations worldwide. As of 2025, Speedo continues to innovate through its Fastskin line, emphasizing hydrodynamic efficiency, sustainability in materials including the Ocean Flex range made with recycled and , and accessibility across markets in over 170 countries.

Company Overview

Founding and Ownership

Speedo traces its origins to , when Scottish immigrant MacRae established MacRae Knitting Mills in Bondi, , , initially focusing on and underwear production to supply the Australian military during . In 1928, the company pivoted to swimwear, launching the Speedo brand through a staff naming competition; the winning entry, "Speedo," reflected the fast-drying qualities of its innovative woolen suits, which addressed the common issue of sagging and drag when wet. From its beginnings as a local Australian manufacturer, Speedo expanded internationally, with its first major exports occurring in the 1950s to markets including the , , , and , establishing it as a global swimwear leader. This growth culminated in 1991 when the British acquired the company, relocating its international headquarters to , , while preserving its Australian foundational heritage. Today, Speedo operates as Speedo International Limited, a wholly owned of Pentland Brands Limited, with estimated global annual revenues surpassing $500 million as of .

Global Operations and Brand Identity

Speedo maintains its international headquarters in , , overseeing global strategy and operations, while major regional hubs operate in , the , and , including offices in and . The company distributes its products across more than 170 countries worldwide, leveraging a network of licensed manufacturers and distributors to ensure broad . Key subsidiaries, such as Speedo USA based in , handle localized production, marketing, and sales in . As of , Speedo employs approximately 1,000 people globally, supporting its expansive operations through a mix of corporate, design, and distribution roles. The brand's identity is deeply rooted in competitive , where it has become a symbol of performance and innovation since its origins in . In regions like and the , "Speedo" has evolved into a generic term for men's , reflecting its cultural dominance in aquatic sports despite representing only a small portion of overall sales. This synonymity underscores Speedo's role as more than a product line, positioning it as an emblem of speed and athleticism in the global community. In 2024, Speedo undertook a significant initiative led by the agency , introducing an updated logo with a flexible designed to "stretch" on apparel, alongside a vibrant color palette featuring neon lime green blended with medal gold to evoke energy and achievement. This refresh aimed to broaden appeal to younger demographics by merging performance heritage with lifestyle elements, enhancing visual identity across digital and physical touchpoints. Speedo demonstrates a strong commitment to inclusivity through targeted campaigns that promote , diverse representation in , and education. The Swim United initiative, for instance, focuses on equitable access to for underrepresented communities, addressing disparities in participation and . Additionally, a $1 million donation to in 2024 supported inclusive programs providing gear and training to young athletes from varied backgrounds, fostering broader engagement and confidence in the water. In 2025, Speedo expanded this commitment with a donation of products valued at $2 million to 's Learn to Swim and Diversity & Inclusion programs, supporting 20,000 swimmers.

History

Early Years and Speedo Knitting Mills

MacRae Knitting Mills was established in 1914 by Scottish immigrant Alexander MacRae in , , initially producing hand-knitted and to meet local demand for basic knitwear. The business began in a small on and expanded rapidly due to the growing need for affordable clothing in the post-federation era. By 1922, the company had relocated to a larger facility in Newtown, allowing for increased production capacity and diversification into swimwear as beach culture gained popularity along 's coastlines. In 1928, MacRae launched the Speedo brand, named after a fast-drying knit fabric developed by the company, and introduced its first major swimwear line on . The iconic Racerback swimsuit, made from rather than traditional , marked a significant by providing a closer fit, greater mobility, and reduced absorption to minimize drag during . This design was quickly adopted by competitive swimmers, with Swedish athlete Arne Borg setting world records while wearing it in 1929. The racerback's emphasis on performance over modesty sparked controversy but established Speedo as a leader in functional swimwear. During the , Speedo expanded internationally through licensing agreements, such as with Manawatu Knitting Mills in , which produced the brand's swimwear locally to tap into regional markets. The suits also reached the , where models contributed to record-breaking performances in competitive events. As yarns like Lastex became available in the early , the broader industry shifted toward better-fitting designs, though Speedo's early adoption focused on material improvements for fit and hydrodynamics. The onset of World War II profoundly impacted operations, with Speedo Knitting Mills redirecting over 90% of its output to the Allied war effort from 1939 to 1945. Production included military knitwear, underwear, mosquito nets, signal flags, and other essential items, halting most civilian swimwear manufacturing until the conflict's end. Post-war resumption in 1956 saw the introduction of the Speedo Brief, a men's bikini-style swimsuit that prioritized hydrodynamic efficiency and minimal coverage, further solidifying the brand's focus on athletic functionality.

Post-War Expansion

Following the end of , Speedo capitalized on the post-war economic boom in and beyond by innovating its product line to meet growing demand for performance-oriented swimwear. In 1957, the company introduced into its swimsuits for the first time, creating lighter, faster-drying garments that offered improved comfort and functionality compared to previous designs. This material shift aligned with the rising popularity of competitive and recreational , positioning Speedo as a leader in the evolving swimwear market. Speedo's international ambitions accelerated in the late , beginning with exports to the in 1959, which marked its formal entry into the North American market and established a foundation for global distribution. The company's visibility surged through its sponsorship of the Australian team at the 1956 Games, where athletes wore Speedo suits and secured eight gold medals, hinting at the brand's emerging role in elite sports. Building on this momentum, Speedo expanded into by acquiring a 30% stake in a manufacturer in the mid-1960s and began producing swimwear in the UK from onward. Concurrently, the company extended its reach into , establishing an international division in 1959 to oversee markets in , , and , with further growth in , , , , and during the 1960s and 1970s. Factories in the UK and continued operations in supported this diversification, driving significant revenue growth as the brand transitioned from a regional player to a multinational enterprise by the 1980s. To strengthen its competitive offerings, Speedo developed specialized lines for athletes, emphasizing hydrodynamic designs tailored for racing. A key endorsement came from swimmer , who collaborated with the company in 1957 to refine suits, leveraging her success to promote the brand's performance advantages. These athlete-focused products, including briefs and racerbacks, helped penetrate professional and amateur markets worldwide. Amid external pressures, such as the 1970s oil crises that raised costs for petroleum-derived synthetics like , Speedo pursued cost-saving strategies, including optimized manufacturing processes to maintain affordability and .

Acquisitions and Modern Growth

In 1991, the acquired Speedo International, marking a pivotal shift in the company's ownership and strategic direction. This acquisition allowed Pentland to consolidate control over the brand's global operations, previously fragmented among licensees, and facilitated expanded internationalization efforts, including enhanced distribution networks in and Asia. The investment under Pentland's stewardship also boosted , enabling Speedo to pursue advanced material innovations that solidified its position as a leader in performance swimwear. During the 2000s, Speedo experienced significant growth through strategic partnerships with technology organizations focused on fabric development, notably collaborating with to test and refine drag-reducing materials for its Fastskin and lines. This period saw the brand's global revenue expand, reflecting broader and innovation-driven demand. These advancements, including wind-tunnel testing of fabrics inspired by , contributed to record-breaking performances in competitive . In response to the e-commerce surge in the 2010s, Speedo invested heavily in digital platforms, launching dedicated online stores and enhancing direct-to-consumer channels, with its primary e-commerce site generating $43 million in revenue by 2024. As of early 2025, online sales were projected to grow at a 10-15% rate, supporting the brand's adaptation to hybrid retail models amid shifting consumer behaviors. Recent milestones underscore this momentum: at the 2024 Paris Olympics, Speedo suits were worn by athletes winning 50.3% of swimming medals, including 16 Olympic records, boosting global visibility. Additionally, in October 2025, Speedo USA announced a partnership with OCEANMAN USA as the official swimwear brand for the 2025 Miami event, targeting open-water enthusiasts. The company has also adapted to post-COVID fitness trends by promoting swimming as a low-impact, full-body workout through campaigns like "Less Gym, More Swim," launched in 2025 to encourage versatile activewear use beyond pools. Speedo's expansion into emerging markets, particularly and , has involved localized production to meet regional demands and reduce costs. In , facilities produce a significant portion of global inventory, supported by a dedicated site launched in 2016 to tap into the growing domestic swimwear market. In , Speedo partnered with for exclusive licensing and distribution since 2011, expanding retail presence to 28 stores by 2018 and leveraging local production capabilities in key clusters like . These efforts align with broader post-war foundations in international , positioning Speedo for sustained growth in high-potential regions.

Products

Swimwear Collections

Speedo's swimwear collections encompass a diverse range of products designed for various needs, from rigorous to recreational , emphasizing , comfort, and . The brand's offerings are primarily categorized into -focused lines, competitive suits, and casual apparel, utilizing high-quality fabrics that functionality with everyday wearability. These collections are available for men, women, and children, ensuring broad accessibility across global markets. The collection serves as the cornerstone for everyday training and frequent swimmers, featuring chlorine-resistant fabric designed to last 20 times longer than conventional swimwear fabrics. Constructed from 100% , this line includes one-piece suits, , jammers, and rash guards, offering quick-drying properties and a comfortable fit suitable for prolonged pool sessions. For instance, the Women's Super Proback Onepiece exemplifies the collection's focus on support and moderate coverage. Complementing the standard Endurance+ is the Eco-Endurance line, which prioritizes by incorporating recycled materials such as Repreve recycled and , reducing environmental impact without compromising performance. This collection mirrors the durability of its counterpart, with 100% resistance and quick-drying features, and includes styles like the Men's Eco Endurance+ 7cm Brief and Women's Printed Eco Endurance . It appeals to eco-conscious consumers seeking long-lasting swimwear for training or casual use, and some items use ECONYL regenerated for further eco-friendliness. For competitive swimmers, the series delivers specialized suits engineered for racing, including elements and hydrodynamic designs to enhance speed and reduce . Key offerings within this line feature the Aquablade fabric blend of 80% and 20% LYCRA , providing stretch and recovery, as seen in the Women's Vanquisher Solid and Men's Fastskin LZR Intent jammers. These suits target elite athletes preparing for meets, with options for both open-back kneeskins and full-body coverage. The Fastskin collection, a flagship within the Elite range, pushes performance boundaries with advanced racing suits like the 2025 LZR Pure Intent 2.0 Open Back Kneeskin, designed for maximum efficiency in competitive environments. Available in vibrant colorways such as black/yellow and gray/blue, these suits incorporate targeted to support muscle alignment during high-intensity swims. Shifting to casual and lifestyle options, Speedo's recreational swimwear includes , bikinis, and rash guards tailored for and . These pieces emphasize versatility and sun protection, with many featuring UPF 50+ ratings through tightly woven polyester-elastane blends that offer stretch and UV resistance. The 2025 trends highlight bolder aesthetics, such as colorful printed briefs like the Men's Sea Ya Brief and shorter silhouettes in men's swimwear, alongside hybrid styles that blend swim functionality with activewear for seamless transitions from water to land. Speedo promotes inclusivity through extended ranges that accommodate diverse body types, with women's options spanning sizes 20 to 46 (corresponding to chest measurements from 29 to 54 inches) and men's from 22 to 48. This approach ensures for plus-size individuals and varied fits, supported by detailed size charts for precise selection across one-pieces, separates, and . While specific adaptive features are integrated into select styles for enhanced comfort, the collections broadly prioritize universal fit and support. At the material level, Speedo's swimwear predominantly employs for optimal stretch, recovery, and shape retention, with Endurance+ variants using pure for superior resistance. Many casual and sun-protective items incorporate UV-blocking properties inherent to these fabrics, safeguarding skin during extended exposure without additional treatments.

Accessories and Footwear

Speedo's range of accessories extends beyond swimwear to include essential items that enhance comfort, , and during and water activities. form a of this lineup, with the Biofuse series featuring super-soft seals that adapt to facial contours for a cushioned, leak-proof fit, along with coatings and 100% UV protection for clear vision underwater. These , available in various lens tints like mirrored options for bright conditions, typically retail for $38 to $44 as of November 2025 and are designed for both recreational and competitive swimmers. Swim caps, crafted from durable to prevent hair snagging and provide a secure fit, incorporate contoured shapes that reduce hydrodynamic drag by up to 5% compared to standard caps, aiding faster lap times. Nose clips and ear plugs, often sold in sets like the series made from flexible TPR and for lightweight comfort, help prevent water ingress and maintain focus during sessions, priced at $6 to $12. Footwear options prioritize protection and traction in aquatic environments, with aqua fitness shoes and water socks utilizing neoprene uppers for flexibility and enhanced grip on wet surfaces like pool decks or rocky shores. Models such as the SurfWalker series offer quick-drying designs with rubber soles for improved traction, suitable for training or casual water play, and generally cost $25 to $45. Training flippers, available in various sizes, promote leg strength and technique with short or long blade options made from buoyant materials, integrating seamlessly with other gear for drills. These items are sold through Speedo's official online store, major retailers like Dick's Sporting Goods, and specialized swim shops, with entry-level pieces ranging from $10 to $50 to ensure accessibility. Complementing these are practical bags and towels tailored for swimmers' needs. Waterproof backpacks, such as the Teamster 2.0, feature ventilated compartments and durable construction to carry gear securely to and from the pool, often with mesh pockets for wet items. Quick-dry towels, like the , absorb moisture rapidly while remaining compact and lightweight for easy packing, priced around $22 and ideal for post-swim drying. These accessories pair effectively with Speedo's swimwear collections to create complete kits for training or events. Over time, Speedo's offerings have evolved from basic items like simple rubber caps and early to sophisticated 2025 integrated sets for triathlons, incorporating advanced materials for reduced drag and enhanced durability.

Lifestyle and Digital Offerings

Speedo has expanded its engagement with swimmers through digital platforms that enhance training and , complementing its physical swimwear products by offering tools for performance tracking and skill improvement. The Speedo On , launched in 2017 for and devices, enables users to log swim sessions, access training plans, participate in challenges, learn new drills, and analyze performance metrics such as stroke efficiency and lap times using sensors or compatible wearables. This fosters a for swimmers, allowing them to connect, share progress, and find local pools, thereby integrating digital tracking with Speedo's gear to motivate consistent use and technique refinement. In 2025, Speedo introduced enhancements to its Speedo Go app, which provides in-depth post-swim analysis of sessions, goal-setting features, personalized workout recommendations, and tracking of improvements over time for both recreational and competitive users. Speedo's official YouTube channel, Speedo International, features educational content including swimming tutorials, athlete interviews, and gear demonstrations, amassing over 183,000 subscribers as of late 2025. Videos such as technique breakdowns for freestyle and backstroke drills, along with stories from sponsored athletes like Michael Phelps, tie into broader lifestyle promotion by showcasing how Speedo products support everyday fitness and elite performance. These digital offerings collectively drive user engagement by combining app-based personalization with accessible video resources, often incorporating brief nods to sponsorship partnerships for inspirational content.

Innovations

Technological Advancements

Speedo's efforts began in the mid-20th century with pioneering material choices aimed at enhancing swimmer through reduced and improved hydrodynamics. In 1957, the company introduced the first nylon-based swimwear, which was stronger and smoother than previous wool or alternatives, significantly reducing water absorption and thereby minimizing during propulsion. During the 1970s, Speedo advanced fabric technology by incorporating elastane (spandex) into nylon blends, creating suits that offered greater stretch, compression, and form-fitting coverage to streamline the body and further decrease water resistance. This innovation marked a shift toward performance-oriented materials that supported muscle efficiency without excessive bulk. In the and , Speedo focused on woven fabrics engineered for targeted , drawing inspiration from biomimicry such as shark skin textures to optimize water flow over the body. The Fastskin series, launched in 2000, featured V-shaped ridges and panels tested in wind tunnels, including collaborations with , resulting in up to 4% reduction in surface and corresponding time savings in competitive trials. Speedo has secured numerous for these advancements, with key examples including techniques for seamless heat bonding introduced around 2000 to eliminate traditional seams and further minimize . These , such as those for seam arrangements in stretch fabrics, underscore the company's emphasis on proprietary methods that enhance hydrodynamic . Central to these innovations is Speedo's Aqualab research facility in , , which employs (CFD) modeling in partnership with the to simulate and refine fluid flow around swimwear prototypes. This collaboration has enabled precise testing of fabric coatings and panel designs, contributing to ongoing performance improvements without venturing into controversial territories—though some later developments faced regulatory scrutiny, as explored elsewhere. Non-controversial applications of this R&D include training-oriented lines like AquaRacer, which integrate UV50+ protection for sun exposure during extended sessions alongside ergonomic cuts that promote natural movement and reduce chafing. These features exemplify Speedo's commitment to accessible performance enhancements for everyday swimmers.

Sustainable Developments

In the , Speedo expanded its focus on environmental responsibility through the development of eco-friendly swimwear lines that incorporate recycled materials to minimize waste and . The Endurance+ fabric, introduced as part of this effort, utilizes regenerated derived from pre-consumer waste and nets, providing chlorine resistance while promoting circularity in production. Similarly, the PowerFLEX Eco fabric features up to 78% ECONYL regenerated , sourced from discarded nets and other ocean-bound plastics, offering and reduced environmental impact compared to virgin materials. These innovations reflect Speedo's commitment to using post-consumer and pre-consumer recyclates to divert plastics from landfills and waterways. A significant milestone came in 2025 with the launch of the Ocean Flex range, developed in partnership with Hyosung TNC, which employs an 80/20 blend of GRS-certified regenerated from fishing nets and recycled . This fabric reduces CO2 emissions by 51% during production relative to conventional alternatives, directly tackling by repurposing into performance swimwear. The line's design maintains Speedo's standards for stretch, quick-drying properties, and chlorine resistance, while prioritizing . Speedo has also collaborated with organizations like Aquafil for ECONYL technology and Unifi for REPREVE recycled , integrating these into broader product offerings. These sustainable materials are briefly integrated into Speedo's swimwear collections to enhance eco-conscious options without compromising functionality. Speedo aimed for 100% sustainable materials in its swimwear by 2024. Complementary initiatives, like the Trees for Clean Seas program in partnership with S4S Technologies, aimed to plant 2 million mangrove trees by the end of 2022 to sequester carbon and protect coastal ecosystems. Certifications such as the Global Recycled Standard (GRS) for the Ocean Flex range ensure traceability and compliance with recycled content standards, underscoring Speedo's efforts to verify environmental claims. By recycling ocean-bound plastics, these developments contribute to broader mitigation of marine pollution, with the brand's eco-collections featuring up to 82% recycled materials to drive industry-wide adoption of sustainable practices.

Controversial Technologies

Speedo's Fastskin suits, introduced in 2000 and prominently featured at the 2000 Olympics, drew significant controversy for their biomimetic design inspired by shark skin, which featured V-shaped ridges to reduce by up to 4%. Athletes wearing Fastskin captured 83% of all medals and set 13 of the 15 world records at the Games, prompting debates over whether the full-body suits constituted an unfair "device" under FINA regulations that prohibited aids to speed or . Although FINA approved the suits prior to the Olympics, the performance gains fueled international furor and led to stricter guidelines for subsequent competitions, effectively curtailing full-body designs without an outright ban. The controversy escalated with the 2008 launch of the , a full-body suit developed in collaboration with , which compressed the body, trapped air for buoyancy, and reduced drag by approximately 5% compared to previous models. Swimmers in the broke 38 world records in the six months following its debut, including 23 at the 2008 Olympics, where 94% of medals went to wearers. FINA deemed the suit a form of "technological doping" due to its non-textile materials providing excessive advantages, resulting in a 2009 ban on all non-textile suits effective January 2010, alongside restrictions on full-body coverage. The ruling followed over 140 world records shattered in 2008-2009, highlighting the suits' disruptive on competitive equity. The LZR Racer ban triggered legal battles, including an antitrust lawsuit filed by competitor TYR against Speedo and USA Swimming in 2008, alleging monopolistic practices through exclusive endorsements and pressure on athletes to switch suits. The case, which claimed significant market losses for rivals, was dismissed in 2010 but underscored tensions in the industry over intellectual property and sponsorship dominance. In response, FINA shifted to textile-only rules, mandating suits made primarily of woven textiles with limited buoyancy aids, while capping coverage at the waist-to-knee for men (jammers) and shoulder-to-knee for women. Speedo adapted by developing compliant textile-based suits like the 2019 LZR Pure Intent and Pure Valor lines, which use layered compression fabrics and hydrophobic coatings to optimize hydrodynamics within regulations. These technological shifts sparked broader cultural debates, particularly around disparities in suit regulations, as FINA's coverage limits reinforced traditional norms—men barred from torso coverage while women could wear full one-pieces—prompting for perpetuating unequal standards in and . The sleek, form-fitting designs of high-tech s also intensified pressures on athletes, with the emphasis on streamlined physiques to maximize suit performance contributing to and issues in competitive . As of 2025, Speedo maintains close collaboration with (formerly FINA) to ensure regulatory compliance, releasing FINA-approved suits like the Fastskin LZR Intent 2.0 for the 2024 , which incorporate hybrid textile s such as shark-inspired textures and advanced laminates for drag reduction without violating textile mandates. At the 2024 , swimmers wearing Speedo Fastskin suits won over half of the medals. These developments reflect ongoing efforts to balance with , avoiding past controversies through pre-approval testing.

Marketing and Sponsorships

Sponsorship Partnerships

Speedo has maintained a longstanding partnership with the (AOC), serving as the official supplier of swimwear and accessories to the Australian Olympic Team since 1956, when it first supported the team at the Melbourne Olympics. This relationship has continued through multiple Games, including providing uniforms for the 2024 Olympics and extending to the 2028 . While Speedo does not hold a direct global partnership with the (IOC), its national-level deals enable visibility at Olympic events, such as supplying aquatic athletes for the 2024 Games. The company sponsors numerous national swimming federations worldwide, providing technical swimwear, equipment, and apparel. Key partnerships include a 40-year agreement with , renewed in 2025 with expanded commitments to youth programs and exclusive rights in technical swimwear categories. Similarly, Speedo serves as the official technical and apparel partner for British Swimming since 2022, supporting events like the . Other notable deals encompass the German Swimming Federation (DSV) through 2029, covering youth to senior athletes, and the China Swimming Team for international competitions including the Olympics. These sponsorships extend to over a dozen federations, ensuring Speedo kits are used by national teams at major events, such as the 2025 in . In addition to team sponsorships, Speedo partners with prominent aquatic events to enhance visibility. For instance, it became the official swimwear brand for the 2025 OCEANMAN USA event in , supplying performance gear and exclusive merchandise to open-water swimmers from November 14–16. Although not a series-wide sponsor for triathlons, Speedo has supported individual triathlon initiatives and athletes in the past, contributing to the sport's swim leg through product provision. Speedo's sponsorship investments prioritize high-impact visibility at elite competitions, with commitments like a $2 million product donation to USA Swimming's Learn to Swim programs underscoring its focus on development and . Recently, the has expanded into para-swimming for greater inclusivity, renewing partnerships with paralympic committees such as Australia's through the Paris 2024 cycle and supporting individual para-athletes globally. These efforts complement Speedo's individual athlete endorsements, which amplify its presence in adaptive sports.

Endorsed Athletes

Speedo has a storied history of endorsing elite swimmers who have dominated international competitions, beginning with icons like , who wore Speedo briefs to secure seven gold medals at the 1972 Olympics, setting multiple world records and establishing the brand as synonymous with Olympic success. Spitz's achievements not only propelled Speedo into the spotlight but also pioneered athlete endorsements in , with his post-Olympic deals highlighting the commercial value of such partnerships. In the modern era, Speedo has continued to align with record-breaking talents, including of the , who signed with the brand in 2018 and won multiple gold medals at the 2024 while competing in Speedo gear. Similarly, Australian swimmer , an official Speedo athlete, received the brand's support through 2025 and retired in October 2025 after securing Olympic golds in the 200m and 400m at the 2024 Games. These endorsements reflect Speedo's strategy of backing athletes who embody peak performance and global appeal. The brand's contracts vary by athlete stature; for instance, entered a landmark long-term agreement with Speedo in 2001 at age 16, which was extended multiple times through 2013 and included a $1 million bonus for his eight golds at the 2008 Beijing Olympics, underscoring the depth of commitment to established stars. Emerging talents often receive annual deals, allowing Speedo to nurture rising competitors while integrating them into national team contexts where the brand serves as an official supplier. Speedo-endorsed athletes have significantly influenced the brand's visibility, with swimmers in Speedo apparel claiming over 70% of swimming medals in key Games like 2000 (83%) and 2008 (98%), demonstrating the gear's role in high-stakes victories. This impact extends to marketing campaigns such as "Own the Water," which showcases endorsed athletes to emphasize Speedo's legacy in competitive swimming beyond just suits. Emphasizing diversity, Speedo has included para-athletes like , a 29-time Paralympic medalist who listed the brand among her sponsors during her career, including golds at the 2020 Paralympics in events like the 200m individual medley. Long's partnership highlights Speedo's commitment to inclusive endorsements that celebrate resilience and achievement across abilities.

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