"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.