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.
Most Popular
In this article: