Michael Phelps will launch his own swim wear brand ahead of the '16 Rio Games. The most-decorated Olympian has signed an eight-year partnership with Aqua Sphere that will result in a Phelps brand of suits, goggles and equipment. The deal comes seven months after the end of Phelps’ long-term endorsement agreement with Speedo. It offers Aqua Sphere an opportunity to break into the competitive swimwear category which has been dominated for decades by Speedo, Tyr and Arena. It also gives Phelps a chance to create his own brand like other marquee athletes such as Michael Jordan, Tiger Woods and Roger Federer. The look and feel of the brand are still being developed, said Octagon’s Peter Carlisle, who represents Phelps. Carlisle said, "It will be a distinct Phelps brand, whether it specifically says Phelps or MP, that’s yet to be finalized. It will be built out of his identity the same way the TW is built out of Tiger Woods’ identity.” Financial terms of the deal, which was first reported by the AP, were not available. However, Phelps is expected to receive royalties based on sales and the performance of the brand. The deal runs through '22, but there are options to extend the deal during the term of the contract. Phelps and Aqua Sphere do not have plans to sign other swimmers to represent the brand, Carlisle said. He added, "The priority now is to develop the product and present it within the sport in the way they want.”
RETURN TO POOL EXPEDITED TALKS: Phelps retired after the '12 London Games but returned to the pool this year and has been swimming competitively this season. He has not committed to swimming at the Rio Games but appears on track to compete there. Carlisle said Phelps' return helped jumpstart conversations with companies about partnering on a signature Phelps swim line. There were several interested parties, but Phelps ultimately chose Aqua Sphere because it offered him an opportunity to build his own line the way he wanted. Carlisle said, "Aqua Sphere has been a pioneer in the biz for a long time. If you look at what their design and manufacturing capabilities are, they are unique. They had not focused on competitive swimming. They’ve waited to build into this area and they were ready to jump in. With brands that have an (established) program, it’s harder to take your own approach.” The company launched in '98 and has been making fitness swimwear for five years, but it has not entered the competitive swimwear industry because it is a crowded marketplace. There are 15 million fitness swimmers in the U.S. Aqua Sphere Swim Division Product Manager Todd Mitchell said, "There’s a significant market out there. Now we can take our experience making products and combine it with the knowledge of Michael and (coach Bob Bowman) to create a new class of swim products" (Tripp Mickle, Staff Writer).
SWIMMING GIVES STRUCTURE: USA TODAY's Nicole Auerbach noted Phelps is entered in "four events at the U.S. national championships," which begin tomorrow. Phelps said, "Retirement was pretty boring, to be honest. ... It's good to have some structure back in my life. That's how I've always been. That's something I need. I was happy to get that year and a half where I did whatever I wanted, went wherever I wanted. I got that out of the way, and I'm happy to have this back" (USATODAY.com, 8/4).
