Speedo appoints chiefs to push fashion sports

Speedo has made two new international marketing appointments in a department reshuffle.

The moves come as the company, which is renowned for its swimwear, gears up as a fashionable sports brand.

Eve Davies, operations and products director for the company, has been made marketing director Speedo International. Paul Phedon, formerly UK marketing manager, becomes Speedo International marketing manager.

The marketing director’s function was previously carried out by former Speedo president Mark Hammersley. Last week, Hammersley moved to the head office of Speedo’s parent company, the Pentland Group, to become director of special projects.

Speedo is keen to increase its credibility as a total sports brand and in March, opens its first dedicated “concept” store in Europe at the Bluewater retail park in Kent. It will stock three ranges called “swim, beach and multi-sport”, including clothing for various pursuits such as cycling, running and volleyball.

Advertising for the brand will roll out this year through WCRS, which won Speedo’s 8m global advertising account last April.

The company operates in 120 countries and is part of the Pentland Group, which also owns the Ellesse, Berghaus and Kickers brands.

A spokeswoman says: “Speedo’s focus has always been on technical products fit for action. Fashion has made new technical fabrics popular and Speedo will benefit.”

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