Speedo Jumps Into The Deep End With Presence In “Pride”

By Rick Ellington, Staff Writer

Speedo Provides Apparel For Lionsgate Films’ “Pride”

Lionsgate Films’ “Pride,” the movie inspired by the true story of Jim Ellis’ swim team in early ’70s Philadelphia, opens nationwide today, starring Terrence Howard and Bernie Mac. Due to the heavy emphasis on in-pool action in the film, it makes sense that Speedo would have a large on-screen presence, and the company has provided all the apparel for the movie.

KEEPING IT REAL: Speedo saw the film as an opportunity to receive some authentic exposure for its brand. Speedo VP/Marketing Craig Brommers said, “It was about providing the film with a body of knowledge and a body of product, which is very substantial.” The company worked with the film’s costume department to get the appropriate feel for the era. “We were looking back at our old advertisements and old catalogs,” Brommers said, “and we accurately reproduced swimwear and warm-ups that were worn during that same period. What you see is some of what was worn in the ‘70s. Davie-Brown Talent Exec VP Bob Schneider said, “For them to put their suits on the actors is relevant in that it makes the story more truthful.”

PRODUCT PLACEMENT: While the company continues to advertise through traditional sources like TV and print media, Speedo is focusing more on non-traditional outlets, like product placement, and “Pride” presented an appropriate platform. In fact, the company recently hired L.A.-based entertainment firm Rogers & Cowan to help it with additional product placement efforts. “You’re seeing sports brands do it more and more because that’s how consumers are consuming more of their fashion information,” Brommers said. “It makes sense for the film and it seems logical for the film, and we as consumers are more open to it.” Schneider noted product placement is a “viable marketing tool” that brands long have taken advantage of. He said, “With movies, you have an audience that’s captivated, and a brand has the ability to get their products across in a controlled setting to a high volume of people.”

Speedo Promoting Film’s Release With POS Displays

MARKETING EFFORTS: Speedo is activating several marketing efforts behind the release. In addition to a grassroots campaign through numerous swim clubs the company sponsors across the country, the company has also launched a joint campaign with The Sports Authority. POS displays started appearing earlier this week at over 400 of the retailer’s stores to promote Speedo’s involvement in the film. The movie’s release coincides with the swimming portion of the FINA World Championships, which begins Saturday in Melbourne, and Brommers said the company plans to promote the film during coverage of the event on both FSN and WCSN.com. Also available on Speedo’s Web site is a podcast from the film’s official premiere in which brand endorser Amanda Beard interviews stars of the film, including Howard and Mac, as well as Ellis.

EXPOSURE IN NON-OLYMPIC YEAR: Outside of the movie’s central theme, an appealing aspect about “Pride” to Speedo concerned the release date. With the movie coming out more than a year before the start of the Beijing Games, it gives Speedo a large national presence at a time it otherwise would not be in the spotlight. “The sports we’re associated with have a larger prominence in Olympic years,” Brommers said. “It was cool for us that Hollywood started paying attention to the sport of swimming.”