Speedo goes digital to promote links to swimming greats

LONDON - Swimwear manufacturer Speedo is to launch the first in a series of bi-weekly podcasts to promote the brand and its popularity among the world's top athletes.

The debut 'Makes Waves' series will feature US swimming sensation Michael Phelps, winner of eight medals including six golds at the Athens Olympics in 2004, who will talk about his career and offer his thoughts on the 2008 Olympics in Beijing.

The company has also relaunched its with the aid of Media Catalyst, to include a history of the brand, profiles of the world's top swimmers and its new product innovations.

Speedo said the website redesign reflected the brand's striking visual imagery and extended its remit into beachwear and lifestyle apparel.

The Speedo podcast series follows the launch of its Speedo Star Athlete blogs in April, which featured athletes from the eighth FINA World Swimming Championships in Shanghai.

The company also plans to develop a series of podcasts to coincide with major events in the swimming calendar, which are set to include exclusive interviews with Amanda Beard, the Olympic women's 200m breast stroke champion and 1500m winner Grant Hackett.

A special edition video podcast featuring Australia's swimming greats Leisel Jones and Lisbeth Lenton is also planned for later in the summer.

Ferdi Van Heerden, vice-president of marketing at Speedo, said: "Our close ties with our athletes - living their experiences, listening to their opinions and celebrating their triumphs - are now just a click away.

"The web is providing us with a platform from which to share this unique experience with a broader, global public from within the swimming industry and beyond."

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