Sports Marketing Strategy

Speedo wanted to disrupt the ‘slave to routine’ mentality held by fitness enthusiasts - hoping to build a global swim movement, by challenging people to question their current fitness regime, and bring swimming into it. As a result we launched a global campaign platform, “There’s Fit And There’s Speedo Fit,” and global launch assets including the brand’s first broadcast ad in over a decade and the brand message: "The most powerful thing you can do to your routine is to change it."

Launched in over 50 markets globally, the campaign platform allows Speedo to legitimately crossover into new territories by featuring and championing other sports, to demonstrate how swimming can complement and improve fitness and training. Part of a fully integrated campaign, the 60-second film shows a series of people pushed to their limits whilst undertaking a range of sporting activities. Their athletic actions are mirrored by powerful movements created in the pool as viewers are encouraged to "Swim your way to a new level of fitness." 

The integrated campaign will be adopted globally in the 170 regions Speedo is present and will run across TV, social, digital, experiential and print.