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Speedo - Leading brand in swimming.
History of the Speedo brand:
1910 - Beginnings
The beginning of the most recognizable swimming brand today dates back to 1914 when it was known as Fortitude. The company was founded by Alexander MacRae, who moved to Australia in 1910 and established the MacRae Hosiery manufactureres company, which produced underwear. In response to the growing coastal culture in Australia, MacRae quickly expanded his operations to include swimwear. Under the now famous name, Speedo, the brand appeared only from 1928
1920 - Creation of a classic
In the 1920s, the swimwear market flourished. This was mainly due to the fact that swimming was accepted as a sport and there was an increasingly liberal attitude towards communal bathing or swimming.
In 1928, MacRae introduced the classic tight-fitting 'Racerback' swimsuits, the first ones not made of wool. They allowed for more freedom of movement and faster swimming. This inspired one of the employees to use the slogan 'Speed on in your Speedos' and the name Speedo was born.
In 1929, they began producing the first Speedo swimsuits. The newly named brand quickly anchored itself in the hearts and minds of swimmers and the general public, thanks in part to Swedish swimmer Arne Borg, who set a world record in Speedo swimsuits.
1930 - Style and success
In the 1930s, swimwear fashion was constantly changing and Speedo products, with their unique style and performance, became increasingly prominent. In 1932, Australian swimmer Claire Dennis won a gold medal in the 200m breaststroke at the Los Angeles Olympics wearing Speedo swimsuits, but it sparked controversy as the swimsuits revealed too much. Just four years later, at the Berlin Olympics, the entire male Australian swimming team swam in Speedo swimsuits, including daring swim trunks without covered chests. At the same time, founder Alexander MacRae established a partnership with the Surf Life Saving Association, which continues to this day.
1940 - War and two-piece swimsuits
In the early 1940s, production adapted to global conditions - 90% of it consisted of clothing and underwear for the needs of the military. They also made mosquito nets and flags.
After World War II, Speedo quickly returned to its established tracks and even opened a new factory due to increasing demand for their swimsuits, especially bikini models. Two-piece swimsuits had appeared before the war, but were not yet recognized as something dignified. Their two-piece swimsuits were even banned by Australian coastal inspectors. However, Speedo continued to dominate the professional swimming scene, as more and more swimmers opted for Speedo swimsuits or the brand.
1950 - Expansion
The foundation for expansion was laid in 1951 when Speedo Knitting Mills (Holdings) Ltd became a public company and was listed on the stock exchange.
In 1956, after the Melbourne Olympics, the sponsorship of the entire Australian swimming team turned Speedo into a globally recognized brand, as Australian swimmers won 8 gold medals. This opened the doors to the world, as the company began exporting to the USA, Japan, South Africa, and eventually Europe.
1960 - The sky is the limit
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In the 1960s, global growth of the company and brand continued, and in London, the subsidiary company The Speedo (Europe) was established. The brand's confirmation came at the 1968 Mexico Olympics, where 27 out of 29 gold medalists swam in Speedo swimsuits, and 22 out of 23 world records set at the games were achieved in Speedo.
1970 - The ripple effect
Speedo was the first swimwear brand to start making swimsuits from nylon/elastane, which is the most popular fabric for making swimsuits today. At this time, Speedo's presence in the international market continued to grow.
The Munich Olympics again brought success as 21 out of 22 world records were broken in Speedo swimsuits. Additionally, 52 out of 58 swimming teams wore Speedo. The success was repeated four years later in Montreal, where 52 out of 54 teams wore Speedo.
1980 - Faster than a wave
In the 1980s, there was a historic agreement between Speedo and China, which allowed the Chinese team to train and have equipment, enabling them to return to the Olympics after a 40-year absence. At this time, the Speedo brand was protected in 112 countries worldwide. Companies in Belgium, Switzerland, the Netherlands, Iceland, Italy, Spain, and Sweden were licensed to manufacture and distribute Speedo.
1990 - Standing on the shoulders of giants
In the 1990s, the brand continued to evolve. The Pentland Group took ownership, and technological advances were made.
In 1992, they introduced S2000®, which was the first 'fast' swimsuit fabric, reducing friction by 15% compared to other fabrics. At the Barcelona Olympics, 53% of medals were won by swimmers wearing S2000® swimsuits.
In 1994, they introduced Endurance®, the first chlorine-resistant fabric.
In 1996, they introduced AQUABLADE®, which had 8% less friction than S2000®. At the Atlanta Olympics, 77% of medals were won by swimmers wearing AQUABLADE® swimsuits.
2000 - Unleashed confidence
Speedo started the 21st century with the revolutionary FASTSKIN® swimsuits. The award-winning design of these swimsuits, based on shark skin, was highly anticipated among the world's top swimmers. The Sydney Olympics saw 13 out of 15 new world records and 83% of medals won by swimmers in Speedo.
In 2003, the brand celebrated its 75th anniversary and introduced a special limited collection.
In 2004, Speedo introduced new swimsuits, FASTSKIN® FSII, which represented an evolution of the FASTSKIN swimsuits and reduced friction by 4%. At the Athens Olympics, Michael Phelps made history by winning 8 medals in them.
In the following years, Speedo teamed up with several famous design names, including the brand Comme des Garcons.
Successes continued with the introduction of the Fastskin® FS-PRO - the fastest and lightest swimsuits on the market. With them, 21 new world records were set in just 6 months.
In 2008, in its 80th year of operation, Speedo introduced the most advanced and technically perfected swimsuits in the world: LZR Racer®. The Beijing Olympics brought unprecedented success to the brand and the new swimsuits. 92% of the medals won at the competition were won by swimmers in Speedo. Sponsored by Speedo, swimmer Michael Phelps was the star of the Olympics, winning an incredible 8 gold medals.
The Speedo LZR Racer swimsuit, introduced in 2008, was the fastest and most revolutionary swimsuit, worn by the phenomenal Michael Phelps. Swimmers wearing this incredible suit broke 91 world records between February 2008 and October 2009.
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Speedo adapted to this ban with new competitive swimsuits called LZR Racer Elite, which are used by the best swimmers worldwide today.
2011 - After FINA's decision to change swimsuit shape rules and prohibit the use of full-body swimsuits, Speedo remained at the forefront with the surplus of LZR Racer swimsuits. Speedo embarked on a new chapter in the history of LZR Racer swimsuits by offering them to various artistic and creative groups and institutions to use in different projects, ensuring that the swimsuit still makes waves, even outside swimming pools. The collaboration From Somewhere with Speedo was born, which was introduced in early 2011. As part of this collaboration, a fashion collection was created, made exclusively from banned materials swimsuits. Part of the sales was donated to charity.
The company headquarters were relocated to a new elite building in Nottingham, named Speedo House.
In that year, they also introduced a novelty: the Speedo Fastskin Racing System®. A set of swim cap, goggles, and swimsuit that together create an optimal combination for reducing resistance.
2012 - The outstanding achievements continued with the London Olympics. 57% of all swimming medals were won by swimmers in Speedo. It was worn by more swimmers than all other brands combined. Michael Phelps won his 22nd medal, making him the most decorated Olympian in history. All of his Olympic medals - 18 of which were gold - were won wearing Speedo.
2013 - They launched the Get SpeedoFit campaign, focusing on helping recreational swimmers achieve their best results in recreation through swimming. In this year, Speedo celebrates its 85th anniversary.
2014 - As an innovation of that year, they introduced Speedo Fit Pinnacle products. These are swimsuits that support the body in the optimal swimming position. This achieves better swimming technique and better results.
Speedo today
As an integral part of competitive swimming, Speedo always strives to be at the forefront of technological innovations, both in competitive and recreational swimming. With various collections, Speedo demonstrates passion and determination to stay ahead of the competition both as a brand and through its swimmers. Speedo designs its products with swimmers in mind, and with its continuous commitment to new technologies and fabrics, it meets the individual needs of swimmers, providing them with the best support.
The brand, which is now synonymous with swimsuits, has been celebrating over 80 years of dominance in creating new technologies, designs, and innovations. In the 1920s, it made history with Racerback swimsuits, the first swimsuits not made of wool. 80 years later, in 2008, it redefined swimsuits with Fastskin® LZR Racer®, the most advanced swimsuits of all time. During this time, Speedo, through various collaborations with world-famous brands, has also conquered the top of design. As a leading swimwear brand, Speedo is passionate about life in and around the water. With the 'Learn to swim' collection, it supports swimmers from a young age, while the 'Performance' collection is available for professional swimming.