Speedo

Speedo International Limited
Company type	Subsidiary
Industry	Swimwear and related gear
Founded	January 1, 1914; 112 years ago in Sydney, Australia
Founder	Alexander MacRae
Headquarters	Nottingham, England, United Kingdom
Area served	Worldwide
Products	Swimsuits, goggles, wristwatches, swimwear accessories, footwear, sports apparel
Owner	Pentland Group
Parent	Pentland Group

Speedo International Limited operates as an Australian-British distributor specializing in swimwear and related gear, with its headquarters located in Nottingham, England.

Originating in Sydney, Australia in 1914, Speedo was founded by Scottish immigrant Alexander MacRae and currently functions as a subsidiary of the British Pentland Group. The Speedo brand encompasses a range of items including swimsuits, goggles, and wristwatches. Previously, the production and marketing of Speedo products in North America were managed by PVH through an exclusive perpetual license arrangement, which followed PVH’s acquisition of the former license holder Warnaco Group in 2013. In January 2020, Pentland reacquired the North American rights from PVH for $170 million, subject to regulatory approval.

Reflecting its Australian roots, Speedo’s emblem incorporates a boomerang. The brand has become globally recognized as a symbol of competitive swimwear excellence.

Speedo Knitting Mills

Alexander MacRae, the founder, moved from the Scottish Highlands to Sydney in 1910. Starting his career as a milkman, he founded MacRae and Company Hosiery in 1914, producing underwear under the Fortitude label. The demand for socks by the Australian Army during World War I facilitated business growth. In 1927, MacRae introduced his inaugural swimwear collection featuring the groundbreaking "racer-back costume." A company-wide contest in 1928 resulted in the slogan "Speed on in your Speedos," prompting the rebranding to Speedo Knitting Mills.

The racerback design, which left shoulders and back uncovered to improve swimmer mobility, quickly gained popularity among athletes despite initial prohibitions on some beaches. Speedo made its Olympic debut in 1932 when 16-year-old Australian Clare Dennis secured gold in the Women's 200m Breaststroke wearing a silk Speedo suit, setting a world record despite near disqualification for revealing too much shoulder. The 1936 Berlin Olympics saw the Australian men's team don shirtless swim trunks for the first time. That same year, MacRae formed ties with the Surf Life Saving Association, an organization still supported by Speedo today.

Post-War expansion

Following its contributions to the War effort during World War II, Speedo leveraged post-war demand for swimwear, particularly embracing the emerging bikini trend. The company swiftly reasserted itself as a leader in swimwear despite some controversy surrounding two-piece designs. In 1951, Speedo Knitting Mills (Holdings) Ltd. was incorporated and publicly listed on the Sydney Stock Exchange. By 1955, Speedo incorporated nylon into its swimsuits, and it returned to Olympic competition at the 1956 Melbourne Games. Sponsored by Speedo, the Australian men's swim team won eight gold medals that year, significantly enhancing global brand awareness and introducing the iconic swim briefs. By 1957, Speedo secured exclusive manufacturing and distribution rights for Jockey men's underwear within Australia. The company expanded exports to markets including the United States, South America, Europe, New Zealand, and Japan.

In 1958, Speedo began producing American Warnaco's White Stag ski apparel, establishing a partnership that continues today. By 1961, White Stag had become Speedo’s exclusive distributor in the United States and broadened its offerings to encompass both men's and women's sportswear. During the mid-1960s, growth included acquiring a 30% stake in Robert Shaw & Company based in Nottingham and setting up a European subsidiary; licensing agreements were also extended to Japan and South America. At the 1968 Mexico City Olympics, 27 out of 29 gold medalists wore Speedo swimwear, underscoring its market dominance.

The 1970s marked Speedo's full acquisition of Robert Shaw & Company in 1971 and pioneering use of elastane (spandex). The brand maintained Olympic success at both the 1972 Munich and 1976 Montreal Games as an official swimwear licensee. On Australia Day, January 26, 1981, Speedo became the inaugural official sponsor of the Australian Institute of Sport. Early in that decade, Speedo supported China’s Olympic return by supplying equipment and training assistance. Throughout the 1980s, Speedo expanded European licensing agreements into countries such as Italy, Spain, Sweden, among others—ultimately distributing products across 112 nations.

Contemporary Innovations

In 1990, the British sportswear company Pentland Group expanded its presence in swimwear after divesting its shares in Reebok. It acquired a major interest in Authentic Fitness, a Warnaco subsidiary holding exclusive North American licensing rights for Speedo. Subsequently, Pentland secured an 80% ownership of Speedo (Europe) Ltd and finalized its worldwide swimwear portfolio by purchasing Speedo Australia and Speedo International outright. Under Pentland’s stewardship, Speedo diversified its product line to encompass fashion-forward beachwear and triathlon gear.

The decade of the 1990s saw the introduction of the low-resistance S2000 swimsuit, the chlorine-resistant Endurance collection, and the Aquablade series—worn by more than 75% of medal winners at the 1996 Atlanta Olympics.

As the new millennium began, Speedo unveiled the Fastskin swimsuit, which played a role in 13 out of 15 swimming records shattered during the Sydney Olympics. In 2003, celebrating its 75th year, Speedo released limited edition collections endorsed by celebrities such as Jerry Hall and Naomi Campbell. At the Athens Games, Michael Phelps donned the Fastskin II suit to secure eight medals, becoming the first swimmer to achieve this feat. He then earned eight gold medals at the Beijing Games wearing Speedo’s LZR Racer suit. In 2010, Speedo launched Sculpture ShapeLine, a swimsuit range designed to enhance body contours for women.

Product Range

Although the term "Speedo" is commonly used to describe men's swim briefs colloquially, these account for less than two percent of the company’s total sales volume. The brand offers an extensive selection of swimwear tailored for men, women, and children, emphasizing both performance and aesthetics. Beyond swimwear, Speedo’s portfolio includes sports apparel, footwear, and accessories such as swim goggles and electronic devices. Additionally, Speedo International retails men’s underwear lines, while Speedo Australia markets Speedo Underbody underwear collections for both genders, available exclusively through select David Jones outlets.

Accessories

Speedo’s accessory lineup features over seventy varieties of swim goggles alongside watches, sunglasses, towels, aquatic fitness equipment, and swimming aids suitable for all age groups. The brand also supplies scuba masks, snorkels, fins for swimming, and a range of beach games products offered solely by Speedo International.

Footwear

The Speedo label extends into footwear with offerings such as sandals, flip-flops, water shoes, and waterproof sneakers designed specifically for aquatic fitness activities under Speedo USA.

Speedo Digital

Speedo Digital encompasses waterproof audio devices like the Aquabeat and LZR Racer Aquabeat models manufactured by South Korean electronics company Iriver. The product assortment also includes the Aquashot waterproof digital camera.

Swimwear

Speedo USA’s men’s collections feature lines such as Competition, Racing, Boardshorts, Swim Trunks, Fashion, and Lifeguard. Meanwhile, Speedo International provides men’s wetsuits. Both regions offer comprehensive children’s ranges spanning performance wear, racing suits, fashion styles, and beginner-friendly designs.

Controversial Innovations

Speedo has consistently pushed technological boundaries while sometimes sparking debate. Early pioneering efforts included silk swimsuits in the 1930s and nylon/elastane blends by the 1970s. More recent developments concentrate on the Fastskin series and the LZR Racer suit. The incorporation of NASA technology in the LZR Racer worn by Michael Phelps during the 2008 Olympics drew considerable media scrutiny.

Fastskin

In 2000, former swimmer and designer Fiona Fairhurst contributed to the creation of the Fastskin swimsuit, drawing inspiration from shark skin to minimize water resistance through textured bumps and ridges. These suits are tailored specifically for different strokes and genders, integrating compression fabrics to reduce muscle vibration alongside flexible materials that enhance movement, ultimately cutting drag by as much as four percent. This innovation was also adapted for the 2006 Winter Olympics, where the American women's bobsled team wore Fastskin FSII suits.

Although initially met with opposition due to FINA rule 10.7, which bans any equipment that provides speed or buoyancy advantages, Fastskin suits gained Olympic approval following arbitration in 2000. Debate continued regarding whether these suits should be classified as costumes or performance-enhancing devices. Professor Brent S. Rushall criticized both Speedo and Adidas for their influence on regulators and argued that the suits breached FINA regulations.

The Fastskin suit was recognized by Popular Science in its 2000 "100 Best of What's New" list. The FSII model made its debut at the 2004 Athens Olympics, securing 47 medals despite competition from similar products like TYR's Aqua Bands, which were subsequently banned.

In late 2011, Speedo introduced the Fastskin3 range, consisting of Elite and Super Elite versions that formed a comprehensive racing system including matching caps and goggles, with Michael Phelps endorsing the line. Despite claims of drag reduction up to 16.6% and enhanced oxygen efficiency, issues such as seam failures and high price points resulted in poor market performance; many athletes reverted to updated LZR Elite suits.

By the time of Rio 2016, Speedo’s collection featured flagship models like the "LZR Racer X," "LZR Elite 2," and the more affordable "LZR Pro." Meanwhile, Japanese brand Mizuno gained prominence with its GX-Sonic III swimsuits designed to optimize performance within FINA’s regulations. Leading swimmers such as Joseph Schooling and Caeleb Dressel preferred Mizuno over Speedo.

To respond to Mizuno's growing presence before Tokyo 2020, Speedo launched the "LZR PURE" series: the high-performance LZR Pure Intent designed to compete with Mizuno’s sprint model, and the more flexible LZR Pure Valor targeting Mizuno’s multi-discipline racer suit. This release was accompanied by new goggles and a revamped FS3 cap.

LZR Racer

Speedo’s hallmark innovation arrived in 2008 with the launch of the LZR Racer (pronounced "laser"). Developed using NASA wind tunnel technology, this suit features welded seams and a blend of woven fabrics engineered to lower drag by up to six percent. It also includes a core stabilizer that minimizes muscle movement, aiding swimmers in maintaining optimal body positioning underwater. Popular Science honored it as one of their "100 Best of What's New '08," dubbing it "The fastest swimsuit in the world." Research further revealed that tiny air bubbles trapped between swimmer and suit helped reduce friction.

Speedo marketed the LZR Racer as so fast that it was effectively banned from competition. In 2009, FINA prohibited all full-body polyurethane suits, including the LZR Racer. Regulations limited men’s suits to below the waist and above the knees, while women’s suits could not extend beyond shoulders or below knees. By then, athletes wearing LZR suits had broken at least 46 world records.

This ban followed Michael Phelps’ defeat in the 200-meter freestyle at the 2009 FINA World Aquatics Championships by Germany’s Paul Biedermann, who wore Arena’s polyurethane X-Glide suit and set two world records. Although FINA approved the ban, it only took effect in spring 2010. The delay combined with Phelps’ loss prompted his coach, Bob Bowman, to threaten boycotting international events. Remarkably, 15 world records fell during those championships within just three days.

FINA mandated a switch from polymer-based materials to textiles but did not specify an immediate deadline. This grace period was intended to allow manufacturers time to transition away from polyurethane fabrics. Additionally, FINA faced challenges defining what constituted "textile" material. The updated rules returned men to bare chests and women to bare shoulders during competition. Current regulations require manufacturers to submit new swimwear designs for FINA approval prior to use in events.

Speedo’s latest LZR Racer Elite series complies fully with FINA standards while preserving features like welded seams and compression fabrics designed for body shaping. Speedo rejects claims that these suits offer a quick performance fix. As of January 2011, FINA had approved 78 Speedo swimsuits across 45 global brands comprising nearly 720 models—including 71 Fastskin and 13 LZR series variants. Some earlier Speedo models, including the original LZR Racer, were removed from approved lists.

Following the ban on polyurethane suits, Speedo found itself with excess inventory of outdated models. London's Chelsea College of Art and Design received around 600 suits; approximately 200 were repurposed into installations for the Chelsea Xpo Pavilion during the 2010 London Festival of Architecture.

Speedo also partnered with academic institutions such as London College of Fashion, University College Falmouth, and University of Huddersfield to transform surplus materials into a designer fashion line featuring both casual apparel and swimwear.

This initiative was not Speedo’s first foray into sustainable fashion—back in September 2010, eco-conscious label From Somewhere released dresses crafted from leftover Speedo fabric stocks.

YouTube presence

Speedo introduced its YouTube channel on March 2, 2007, centering on themes related to "life in and around the water" while promoting its product range. Initial videos were aimed at media professionals, providing them with direct exposure to the LZR Racer suit used during the 2008 Summer Olympics by enabling journalists in Beijing to test the suits firsthand and share their experiences online. The channel offers instructional content on swimming techniques, insights into swimwear engineering, and features top athletes during pivotal stages of their careers, thereby reinforcing Speedo’s reputation as an innovator in competitive swimwear.

Olympic Committees

Team	Country	Contract End Date
Olympic Committee of Israel	Israel	Not specified

National squads

Speedo supports a wide array of national swimming teams worldwide, strengthening its foothold in the competitive swimming sector:

Team	Country	Contract End Date
Swimming Canada	Canada	Not specified
Diving Plongeon Canada	Canada	Not specified
Synchro Canada	Canada	Not specified
Canadian Water Polo Association	Canada	Not specified
Colombian Federation of Swimming	Colombia	Not specified
Finnish Swimming Association	Finland	Not specified
Hong Kong Amateur Swimming Association	Hong Kong	Not specified
Icelandic Swimming Association	Iceland	2012
Israel Swimming Association	Israel	Not specified
Japan Swimming Federation	Japan	Not specified
Mexican Swimming Federation	Mexico	Not specified
Romanian Water Polo Association	Romania	Not specified
Royal Spanish Swimming Federation	Spain	2014
British Swimming	United Kingdom	2016

Beyond national teams, Speedo extends its support to High School, NCAA, NAIA, Junior College leagues, as well as nonprofit organizations such as YMCA and Boys & Girls Clubs of America, broadening its influence within grassroots and amateur swimming communities.

Athlete endorsements

Speedo maintains sponsorship agreements with a broad spectrum of elite swimmers globally, bolstering its brand visibility in key markets. Distinguished athletes under Speedo’s sponsorship include:

Nation	Athlete	Specialty
France	Gilot, Fabien	Freestyle
Belgium	Timmers, Pieter	Freestyle
Denmark	Blume, Pernille	Freestyle
South Korea	Kim, Seo-yeong	Individual Medley
Ukraine	Romanchuk, Mykhailo	Freestyle
China	Li, Zhuhao	Butterfly
China	Yan, Zibei	Breaststroke
China	Ye, Shiwen	Individual Medley
China	Zhu, Menghui	Freestyle
China	Liu, Yaxin	Backstroke
Canada	Thormeyer, Markus	Backstroke, Freestyle
Russia	Chupkov, Anton	Breaststroke
United Kingdom	Anderson, Freya	Freestyle
United Kingdom	Dean, Thomas	Medley, Freestyle
Netherlands	Heemskerk, Femke	Freestyle
Russia	Efimova, Yuliya	Breaststroke
Italy	Magnini, Filippo	Freestyle
United States	Franklin, Missy	Backstroke
United States	Meili, Katie	Breaststroke
Canada	Masse, Kylie	Backstroke
United States	Cordes, Kevin	Breaststroke
Australia	Horton, Mack	Freestyle
United States	Jones, Cullen	Freestyle
United States	Adrian, Nathan	Freestyle
Australia	(A group including Jake Packard, Matthew Wilson, Elijah Winnington, Brianna Throssell, Clyde Lewis, David McKeon, Kaylee McKeown, Minna Atherton, Ariarne Titmus, and Emma McKeon) competing across Breaststroke, Butterfly, Backstroke, Individual Medley and Freestyle events.

Additional prominent U.S. athletes sponsored by Speedo include Elizabeth Beisel, Siobhan-Marie O'Connor, Jazz Carlin, and Adam Peaty. This extensive athlete portfolio underpins Speedo’s global market expansion and solidifies its position as a leader in performance swimwear.

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