A ruling by the group that controls international swimming competition will force Speedo USA to change plans for some technical innovations, but it won’t stop the L.A. company’s Aqualab from building faster swimsuits.
After a year of controversy, FINA, the Federation Internationale de Natation Amateur, on July 28 voted to ban the high-tech neck-to-ankle polyurethane suits that have become the standard among elite swimmers. Suits will have to stop at the knee and cannot contain polyurethane or other nontextile material.
“We are disappointed that the sport decided to roll back the shape of the swimsuits to 1996 standards,” said Craig Brommers, Speedo USA vice president of marketing, who spoke to the Business Journal from the back of a cab in Rome, where the ban was announced during a competition. Brommers said he would’ve preferred limiting the ban to nontextile material without restricting suit length.
Aqualab, Speedo USA’s downtown L.A. design studio, has been at the forefront of high-tech swimwear development for the past 10 years. That culminated with the Lzr Racer suit, which Michael Phelps wore at the Beijing Olympics in races that won him eight gold medals.
The Lzr Racer features polyurethane panels that reduced drag. Meanwhile, other swimwear makers started making their entire suits out of polyurethane that quickly proved faster than Lzr Racers.
The ban will take effect in 2010.
Brommer said the FINA ruling would have a negligible impact on Speedo’s business because the performance swimwear market is only a fraction of its consumer market. However, it’s not a niche.
“This wasn’t a marketing exercise,” he said. “It was a multimillion-dollar profitable business line.”
The Aqualab team was already at work on suits for the 2010 World Championships and the 2012 London Olympics.
Brommer said companies may have to change their direction, but they will still innovate within the rules. The consensus in the swimming world is that the new rules may be too extreme, but they’re fundamentally fair and will shift focus from swimsuit design to training.
“Michael Phelps told me that he is excited to see the day that swimming is finally about swimming,” Brommers said, “and we are excited to work with him on future developments.”
Street Ball
Downtown Los Angeles will be turned into a playground during Aug. 14-16 with AEG’s three-on-three basketball tournament at L.A. Live.
The streets around the entertainment-retail complex will be covered with approximately 70 outdoor basketball courts for the inaugural Lakers 3 on 3 Basketball Tournament sponsored by Nike. Proceeds from the event will benefit Ronald McDonald House Charities of Southern California. The Nike Center Court will be on Nokia Plaza.
The event is expected to draw thousands of fans and players for the competition that will award $100,000 in prizes. In addition to basketball, there will be a slam-dunk contest and appearances by members of National Basketball Association champs the Los Angeles Lakers.
News and Notes
The Los Angeles Dodgers announced a partnership with Anheuser-Busch to be sponsor of Bleacher Beach, a special seating area for fans. The Dodgers converted two sections of the third level in left field to a beach-themed area offering all you can eat fresh grilled beach fare and soft drinks. The beach concept debuted May 24 and will be used for Sunday games for the rest of the season. Fans also get free beach items, such as a Dodgers beach towel or sandals. Bud Light received signage within the stadium in exchange for the sponsorship. Beverly Hills-based Oleole.com, a social networking site for soccer fans, became the sponsor of Real Madrid’s 2009 North American soccer friendlies. The company will present Toronto FC vs. Real Madrid on Aug. 7 and D.C. United vs. Real Madrid on Aug. 9. The relationship with the world-class soccer events are the most prominent partnerships to date for the three-year old Web site. Dos Equis will be the “official beer sponsor” for the Breeders’ Cup World Championships when it returns to Santa Anita Park in November. The brewer will be returning for its second year as a partner with the championship horse-racing event. Dos Equis will provide a cantina located on the infield of the track. It will also promote the event at 1,000 retail locations in Los Angeles.
Staff reporter David Nusbaum can be reached at [email protected] or at (323) 549-5225, ext. 236.
