Michael Phelps to launch new swim brand

Michael Phelps, the world’s most decorated swimmer, is ditching his Speedo racing suit to team up with Italian swimwear manufacturer Aqua Sphere to develop a new global swim brand.
Phelps will work in partnership with his coach, Bob Bowman, to

develop products that are accessible to a broad range of swimmers, from professional to recreational, with a focus on comfort and performance.



In addition, the new product line, which will carry the swimmers name, will also expand Aqua Sphere’s product offering to the competitive swimming community, as currently it only produces swimwear and accessories for triathletes, open-water, and fitness swimmers, this partnership will mark its debut into racing suits.

 

Phelps, who launched his comeback in April after a 20-month retirement, is expected to compete in his new Aqua Sphere racing suit from next January, once it has been approved by the swimming world governing body FINA. Until then he will wear Aqua Sphere goggles and cap when he swims as part of his endorsement deal, which runs until 2022.

Commenting on the collaboration, Aqua Sphere business line manager, Todd Mitchell, said: "Michael Phelps is one of the select global icons in all of sports, while Coach Bob Bowman is a true swimming mastermind.

"Their positive impact and influence in the aquatics community transcends cultural borders. Together, we have an extraordinary opportunity to inspire and educate consumers about the full lifestyle of swimming through a premier brand complete with instructional context that will minimize the barrier to entry, regardless of skill level."

Michael Phelps teams up with Aqua Sphere to launch new global swimwear brand

Phelps added: “We've also seen over the years how certain technical aspects of swimming products and teaching aids could be improved, not only for the elite-level competitive swimmer, but also for entry-level and fitness swimmers.

“With Aqua Sphere's product design and development capabilities, we believe there is an opportunity to help make the sport more inviting to others by recognizing that everyone begins at different levels, requires assistance matching their skills with products, and lacks the appropriate context in order to maximize their swimming experience."

Details of the specific products being offered within the new Michael Phelps brand have not yet been revealed, just that it will include swimwear and accessories for the various stages of the swimming lifecycle. However, Aqua Sphere did state that the line would be available through its international distribution channels and retail partnerships with its parent company, Aqua Lung, to reach a “global footprint” in more than 90 countries.

Mitchell added: "From our first conversations with Michael and Bob, it was very evident that their goals and aspirations for swimming extend well beyond the competition pool. We are energised by the challenge to design, develop and package a premier brand that is inclusive and available for swimmers of all skill levels around the world."

Established in Genoa, Italy, in 1998, Aqua Sphere has established itself as the leading swimming equipment manufacturer for fitness and recreational swimming, aquatic exercise and triathlons. It offers a complete range of premium products, including eye protection, swimwear, triathlon wetsuits, footwear, and swim fitness and training accessories.

Image: Michael Phelps and Bob Bowman