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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.
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