Although Speedo’s new high-tech racing swimsuit, the Fastskin FSII, has made its way to international competition, the company’s biggest marketing push won’t be seen until the 2004 Summer Olympic Games approach this August.
The marketing of the swimsuit revolves around the company’s Aqualab theme, which paints athletes wearing FSII suits as secret lab-built specimens. The company’s interactive Web site, www.speedoaqualab.com, gives consumers a glimpse of the suit, which will be supported with a global television campaign, direct mail, e-mail and store displays.
The one-piece body suit, designed to reduce passive drag and make swimmers more compact, is currently being marketed on a grassroots level by the 11 world-class athletes wearing it in competition, Speedo VP-marketing Craig Brommers said.
As swimmers see competitors winning events in the suit, they are interested in using it, he said.
Speedo is also promoting the suit through its relationship with more than 900 swimming clubs worldwide and with its presence at swim clinics. Brommers said 90% of all U.S. Olympians and 80% of all Olympians will be wearing the suit, which has a retail price of $350.
Reseda, CA-based Brener Zwickel & Associates handles the campaign.
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