The dominant leader in swimming apparel discovered that other sports brands were beginning to wade in the pool. This called for a redefining of the brand and an aggressive plan to continue to dominate the category. Identifying and capitalizing on the movement towards the water as the perfect environment for working out, Speedo was the only brand positioned to own this burgeoning category of physical fitness. The vision video presents Speedo as more than banana hammocks, but as the true performance gear it has always been. The winning pitch also included ambitious experiential activations and strong alliances with the 2016 Summer Olympic Games.

With water workouts on the rise, Speedo continues to dominate and is synonymous with all things water.