Revitalizing Speedo's Brand Image Through IoT and Experiential Marketing
Applicable Industries
- Chemicals
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Time Sensitive Networking
About The Customer
Speedo is a globally recognized swimwear brand, known for its innovation and quality. The brand has been leading swimwear innovation for over 80 years and has a strong presence in the competitive swimming market. Speedo's customers range from professional athletes to casual swimmers, all of whom value the brand's commitment to quality, performance, and innovation. The brand's products are used by swimmers in various countries including the US, UK, France, and Spain. Speedo's customer base also includes the world's leading swimmers, who make up Team Speedo.
The Challenge
Speedo, a leading swimwear brand with over 80 years of innovation, was facing a challenge in an increasingly crowded market. The brand needed to reassert its authority, inspire consumers and stakeholders, and drive sales. The challenge was to prove that Speedo is the undisputed leader of competitive swimming, adding aspirational value and reinvigorating the brand’s personality. The company needed a strategy to showcase its new product, the Fastskin LZR Racer X suit, and to highlight the achievements of its team of world-class swimmers, Team Speedo.
The Solution
Speedo implemented an experiential marketing strategy, presenting 'TEAM SPEEDO: THE WINNING ELEMENTS', a group of 24 of the world’s best swimmers. In December 2015, Speedo gathered these athletes, who collectively held 78 Olympic medals and 17 world records, to unveil them to the world’s media. The swimmers stood within an epic installation, measuring 20m by 7m, as the 2016 incarnation of the Fastskin LZR Racer X suit was revealed in New York. The event used spectacular projection mapping to chart each athlete's success. The Fastskin LZR Racer X suit, cap, and goggles, designed by Speedo’s world-renowned Aqualab innovation and research unit, were based on data from extensive 3D scanning and simulations, and in-depth feedback from swimmers, coaches, and swim experts from around the world.
Operational Impact
Quantitative Benefit
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