Designing Speedo LZR Racer: Speedo's Innovative and Controversial Line of High-end Swimsuits

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Case Details:

Case Code : OPER075
Case Length : 20 Pages
Period : 2000-2008
Organization : Speedo International Limited
Pub Date : 2009
Teaching Note :Not Available
Countries : UK; Global
Industry : Elite Swimwear

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Results

According to analysts, the LZR Racer was a swimming revolution as swimmers competing in these swimsuits broke several world records and won many medals. According to the company, the LZR Racer reduced skin friction drag by 10% and 5% compared to Speedo's Fastskin FSII and Fastskin FS-PRO respectively...

Criticism

When Speedo-sponsored athletes began setting a number of world records competing in the LZR Racer suits, several rival companies and national delegations raised their voices against the suit...

Outlook

Critics held FINA responsible for not providing a clear definition of an acceptable swimsuit in the international swimming arena.

They felt that FINA should stop approving new suits and should enforce new rules related to the use of swimsuit material, thickness and shape...

Exhibits

Exhibit I: Pentland Group
Exhibit II: Computational Fluid Dynamics and How it is Used in Designing
Exhibit III: Competitors of Speedo
Exhibit IV: Images of the Speedo LZR Racer
Exhibit V: Swimming Athletes sponsored by Speedo
Exhibit VI: Proposed Amendments for Swimwear


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