Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Speedo's LZR Racer: A Marketing 50 Case Study

By Published on .

So you're selling high-performance sports apparel and want a surefire way to improve results. Try this: Have athletes wearing your gear win 91% of the gold medals at the Olympics in front of the biggest audiences ever.

"It sounds so easy when you put it like that," says Craig Brommers, Speedo VP-marketing, who led the push behind the sleek LZR Racer suit.

Speedo introduced the suit at a series of swimming events in February. Then in Beijing, Speedo superendorser Michael Phelps dominated the games by winning a record eight gold medals. Speedo pounced on that success, quickly sending its medal-winning athletes on a nationwide tour.

Since March Speedo has sold 15,000 LZR swimsuits, which retail for $550 apiece, and Mr. Brommers projects that total will hit 80,000 within 12 months. "We can't make them as fast as we can sell them," he says.
In this article:
Most Popular