Speedo Changing Focus In '15 From Competitive Swimming To Everyday Water Sports

Speedo in '15 is "focusing less on competitive swimming and more on everyday water sports" as part of "an image redo," according to Bruce Horovitz of USA TODAY. Speedo's online campaign, "Fueled by Water," was created by Calif.-based agency Hello Design and "features videos of 18 different water enthusiasts from swimmers to body surfers to divers." Speedo is turning to 91-year-old swimmer Jurgen Schmidt -- a retiree who "still swims about a mile almost every day" at a Masters-level team practice -- as its spokesperson. In a three-minute video ad posted by Speedo, Schmidt "offers this telling advice to folks young and old: 'Don't be afraid to get in the water'" (USA TODAY, 1/12).