Speedo is "diving headfirst into so-called aqua fitness" with a new initiative for its Speedo Fit that will be "backed by the brand's largest campaign in many years," according to E.J. Schultz of AD AGE. Ads feature U.S. swimmers Ryan Lochte, Missy Franklin, Natalie Coughlin, Nathan Adrian and Cullen Jones, and the goal of the campaign is to "generate demand for Speedo's growing line of apparel and equipment that goes beyond swimsuits." Television ads and online videos "include footage of the Olympic swimmers working out underwater." The new positioning "seeks to capitalize on the growing popularity of water fitness." The ads "apply the same aggressive attitude commonly seen in marketing for Under Armour and Nike." Speedo in a way is "seeking to take those brands on by luring athletes into the pool, where the swimming brand has more of a home court advantage." By launching the campaign now, Speedo is "taking advantage" of a new USOC rule "taking effect this year that allows non-Olympic sponsors to run ads starring Olympic athletes" during the Games. Nike is a USOC sponsor, but Speedo is not. To qualify, non-sponsors "must run their marketing continuously starting no later than March 27." PVH Marketing Group Exec VP Mike Kelly, who oversaw the campaign, said that Speedo "began running point-of-sale ads in March to beat that deadline." Schultz reported digital ads "will begin running this week" and TV ads "will begin in July and run in August." Kelly said that Speedo's TV ads "will run in the period during the Opening Ceremonies through the swimming events" (
ADAGE.com, 4/19).
