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The brand has increased its investment in in-store communications, including window displays, in an attempt to attract everyday shoppers.

Pentland Group, which owns Speedo, Boxfresh and Ellesse, has appointed Elemental Design to the brand's global design roster. The agency has been tasked with creating a window campaign using the creative concept of leisure time and lifestyle.

The window display, which launched in the brand's flagship store in Covent Garden last month, uses the creative message 'Not all good times are measured on a stopwatch'.

The concept will be rolled out to the brand's other UK sites in shopping centres Bluewater and Meadowhall, before being rolled out in other markets.

The activity, which includes a digital campaign devised by Design UK, is part of Speedo's global strategy to position itself as a lifestyle swim-wear brand.

Its product portfolio includes women's spa range Wellbeing and a fashion brand, which recently launched an 'oriental' collection inspired by the 2008 Beijing Olympics. Designers Melissa Odabash and Rosa Ch‡ have created swimwear collections for the brand.

Speedo is also rolling out a global campaign dev-eloped by S&X to support the launch of its elite performance swimsuit, the Speedo LZR Racer.