Speedo Returns to Activewear With Axcelerate
When Speedo closed the last of its retail stores in 2004, it also stopped selling the activewear line it was carrying in its shops. But consumers continued to ask for the workout clothes. Speedo is answering the call with the Summer 2005 launch of Axcelerate, a line of activewear and better swimwear for women.
“For us, this is our entree into the fusion, or the unique fusion, of fashion and sport,” said Sheree Waterson, president of Commerce, Calif.–based Speedo USA, which is part of New York’s Warnaco Group Inc.
Waterson said Axcelerate will allow Speedo to expand into fashion-driven distribution channels such as department stores and specialty shops. She noted that Foot Locker Inc.’s Lady Foot Locker and May Department Stores Co.’s Marshall Field’s have already placed orders for Axcelerate.
Speedo is entering a fashionable and competitive marketplace occupied by athletic apparel companies such as Adidas-Salomon AG and Puma AG Rudolf Dassler Sport. Adidas has teamed with designer Stella McCartney on a line called Adidas by Stella McCartney. Puma produces Nuala, a collaboration with supermodel and yoga enthusiast Christy Turlington.
Waterson said the activewear prices will be comparable to those for products from Nike Inc. and Adidas. The wholesale prices for Axcelerate range from $17 for shorts and $20 for tank tops to $24 for capris and $34 for jackets.
Waterson, who joined Speedo in February, said the company conducted research for approximately a year. One tank is made of performance fabrics with wicking properties that move moisture away from the skin to keep the wearer comfortable longer. Stylish details include pink piping that pops out from the side of a pair of black track pants. The logo for Axcelerate resembles a triangle formed by fat Vs. The hangtag states: “We’ve got you covered from fitness to fitting in, from lifestyle to sweating at the gym.”
Waterson said the men’s activewear for Axcelerate will launch in Spring 2006 with warm-up tracksuits, tees and “compression” products.
Waterson said athletes inspired Axcelerate, which builds on the experience that Speedo has producing performance and racing swimwear. But, she noted, “it’s made for everyone.”
For more information, call Doris Miller at (323) 837-6718. —Khanh T.L. Tran
