Speedo

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This article is about the swimsuit manufacturer. For the genericized trademark referring to the swimsuit style, see Speedo (suit style).

The Speedo boomerang logo

Speedo is a swimsuit manufacturer that began on Bondi Beach near Sydney, Australia. Speedo is currently the world's largest selling swimwear brand and manufactures products for both recreational and competitive swimming. Its trademark is a red boomerang-shaped logo.

Today the company is headquartered in Nottingham and is owned by the London based Pentland Group .

1 History
2 Competition
3 Athletes
4 References
5 External links

[edit] History

A Speedo -style swimsuit

The company was founded in 1914 by hosiery manufacturer Alexander MacRae as MacRae Knitting Mills in an effort to expand his company into swimwear. In 1928 the name Speedo was first adopted after the firm developed its racerback design of swimwear making it one of the first manufacturers to specifically produce athletic designs. The name was made up by a Captain Jim Parsons who won a company competition with the slogan "Speed on in your Speedos."

During World War II the manufacturer shifted nearly all of its production to war materials such as mosquito nets. Speedo resumed production after the war and became a publicly traded corporation in 1951. In 1955 Speedo introduced nylon into its fabric for competitive swimwear. The 1956 Olympics in Melbourne saw the widespread debut of the new fabric and the introduction of the style of men's briefs that has become associated with the brand. The company quickly expanded into the international arena from there until the present, boasting that 70 percent of swimming medals were won by athletes wearing its products in the Olympic Games of 1968, 1972, and 1976.

During the 1970's and 80's new fabrics such as lycra were incorporated into the company's swimwear design. During the late 1990's the company turned its attention to its aquablade and fastskin product lines of competitive swimwear. The designs employ new fabrics that the company claims will reduce resistance in the water by replicating biological skin characteristics of various marine animals such as sharks.

Though it still manufactures the traditional briefs, jammers and racerback designs that made the company famous, Speedo's latest competitive swimwear designs incorporate suits that provide greater coverage to the arms, legs, and even full body for their top end lineup. Their high-end suits often sell for in excess of $300 (in US Dollars) for the Fastskin II and FS Pro series. The company also continues to manufacture recreational swimwear, goggles, earplugs, swim caps, towels, robes, sportswear and other logo clothing, watches, sandals, beach volleyball and triathlon products, lifeguard gear, and training supplies for competitive and recreational swimmers.

[edit] Competition

Many of sportswear companies, such as Nike and Adidas have expanded their merchandise to reflect recent trends in water sport (and present direct competition to Speedo), offering multiple lines of sports swimwear and fashion based swimwear. Likewise most designer brands (including Dolce & Gabbana and Calvin Klein) produce swimwear collections.