Speedo: Worth The Wet

saskia rimbaut aderyn holt michaela cullen 1

COVER IMAGE (2018) FIGURE 1

contents Brand analysis /3

THE BIG IDEA /15

BRAND CASE STUDIES Gymshark /4 Adidas X Yeezy /4 Nike /5

The Consumer /16

Social Media Analysis /6 PRIMARY RESEARCH INSIGHTS The Barriers /7 Fitness and fashion /8 Soul Cycle /9 The Physical Effects of Music /11 Ministry Does Fitness /12 Low Impact Training /13 THE PROBLEM /14

The Creative Concept /17 Moodboards /18 ROUTE TO CONSUMER The Timeline /19 Video Teasers /20 The Class Concept /21 The Press Event /22 Video and Product Launch /23 The Public Launch Event /24 Relaunching Speedo On /25 CONCLUSION /26 References /27-30

brand analysis With over 100 years of experience, Speedo has built a reputation for providing high quality performance swimwear, with Olympic athletes consistently choosing to wear the brand. When asking members of the public what brands come to mind when they thought of swimming, the majority of respondents answered Speedo (see appendix p37) proving that the brand is widely recognised amongst non-swimmers. However, the words they often associated with Speedo were ‘elite’, ‘professional’ and ‘competition’ (see appendix p38), suggesting that the brand does not appeal to the everyday swimmer because of their reputation as a competitive swimwear brand.

FIGURE 3, SPEEDO SWIM SOCKS, 2017

FIGURE 2, WATER PUSH UP, 2017

They have formed a loyal consumer base amongst the competitive swimmer because of their technologically advanced products. We interviewed a sample of current and ex competitive swimmers, and the majority admitted to wearing the brand while swimming (see appendix p42-46), showing Speedo are a firm favourite amongst this consumer. However in focusing so largely on this audience, they are at risk of alienating the everyday fitness consumer.

By focusing more on targeting non-competitive swimmers, they would be able to resonate with a wider market.

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Adidas / Yeezy

FIGURE 4, GYMSHARK, 2018

Their position in the industry as a ‘heritage’ brand that are known for their reliable products has prevented them from pushing boundaries over concerns that they would no longer appeal to the more serious swimmer. However brands like Nike and Adidas who are also worn by the world’s top athletes have struck the perfect balance. Their ability to take risks keeps the brands fresh and innovative, while still appealing to the competitive, fitness and fashion consumers. Adidas’ collaboration with Yeezy, for example, was a huge risk for the brand - not only financially, but because of Kayne West’s controversial character. However, risks like these enable brands to cut through the noise of what everyone else is doing, making them stand out and demand attention.

GymSHARK

FIGURE 5, KANYE X ADIDAS, 2016

Speaking to people who had previously bought from Speedo, they admitted that they chose the brand because of the good quality, something they are widely known for. However, they revealed that the main drawback of the product is that it isn’t very on-trend (see appendix p42-46). In recent years, the activewear industry has gone through a huge transformation, now offering more trend-led pieces to help encourage customers to go to the gym. Brands like Gym Shark have made the most of design and styling to make going to the gym look as appealing as possible, while still maintaining a reputation for stocking high-quality product. Looking to Gym Shark as an example, it brings to question why Speedo can’t achieve both style and quality in their product and how they promote themselves.

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NIKE

FIGURE 6, FKA NIKE, 2017

Nike’s video content that is shared across their digital platforms is often different to that of other activewear brands, particularly because of their collaborations with music artists. Taking inspiration from these artists encourages creativity and diversity, forcing the brand to constantly push boundaries. Their content stands out because it is unlike other brands, giving Nike the ‘cool’ factor that Speedo lack. Trend conscious consumers want to be a part of the Nike brand because of their innovative status that they have achieved through their creative output.

While this may not appeal to their long-term consumers who purchase for quality over style, they will still continue to buy from the brand for as long as they maintain the quality of their product. Their success comes less from their identity as a trustworthy, heritage brand but more from keeping themselves current through collaborations with modern artists and designers, demonstrating how Speedo can also maintain the interest of the serious swimmer while additionally appealing to the more trend driven fitness consumer.

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FIGURE 7, FKA NIKE DANCE, 2017

SOCIAL MEDIA analysis At present, Speedo’s social media platforms predominantly include generic, picturesque imagery of water, and photography from a variety of their campaigns, creating confusion as to precisely who the content is aimed at. Competitors such as Nike and Adidas adopt a much stronger tone of voice, posting content that is much more specific to their consumer. While it may be argued that focusing on one consumer too heavily will result in disinterest from other consumers, it would be better to successfully target one specific consumer than make a weak attempt at appealing to too many people. One way Speedo could achieve this is by setting up multiple social accounts, particularly on Instagram, for each of their different ranges. The consumer for their Hyrdosense range varies greatly from their Sculpture consumer and Fastskin consumer, so attempting to target all these different demographics via one Instagram account weakens their message. By creating more consumer specific content, Speedo could create more of a relationship with each of their consumers and target them more effectively, resulting in growth for the brand.

FIGURE 8, SPEEDO INSTAGRAM ANALYSIS, 2018

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Speedo has already established itself as the go-to brand for swimming (see appendix p36,46), meaning that an increase in people taking to the pool to exercise would naturally result in brand growth. Currently, swimming isn’t a particularly on-trend form of exercise. When asking gym goers how often they swam, the majority had only been once in the past year, however they acknowledged that swimming is an effective and beneficial workout activity (see appendix).

Through research, it became apparent that the main reason the fitness conscious consumer doesn’t swim is down to two main factors: gym prices and facilities, and the time and effort involved either side of swimming (see appendix p47-53).

While Speedo cannot change the amount of gyms that offer pools, or the price at which gyms with pools charge for memberships, they could change the perceptions around the time and effort in which it takes to get ready before and after a swim. Most gym goers shower after a workout (see appendix p47-53), therefore the before and after journey of swimming compared to the gym is actually quite similar, but swimming is perceived as a lot more effort. If Speedo could alleviate this assumption, then it may encourage gym goers to consider swimming more regularly.

FIGURE 9, 10, SHOWER DROPLETS, 2018

The barriers

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Fitness and fashion

Interest in fitness has increased dramatically over recent years. This can largely be put down to the influence of Instagram and the rise of fitness bloggers. Our increased exposure to these certain body types has meant that more people are hitting the gym now than ever before. The fashion industry have been quick to respond to this trend and now many fashion retailers including Topshop, ASOS, Missguided and H&M, who previously did not have activewear ranges, now have large collections of trend inspired pieces to choose from. Celebrity collaborations have also pushed the trend with big names like Beyonce, Rihanna and Kayne West all collaborating with brands to create fitness collections. Swimwear is beginning to follow in the same footsteps, with 2016 seeing swimwear collaborations between Kendall and Kylie Jenner and Topshop, and British influencer Sarah Ashcroft and online retailer In The Style. However, swimming as a workout remains quite unpopular, with other workouts such as running and cross training being the preferred form of cardio amongst everyday gym goers (see appendix p41), meaning trend-lead, fitness appropriate swimwear is yet to dominate the fashion industry.

FIGURE 11, FITNESS & FASHION MOODBOARD, 2018

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How spin became cool Fitness classes have become extremely popular in recent years, with spin being one of the most subscribed classes (Sun, 2016). ‘SoulCycle intensified the craze’ (Enlow, 2016), gaining a huge celebrity following because of the ‘amazing atmosphere, lighting and loud music’ (Norton, 2015). The club-like atmosphere that SoulCycle create in their classes have helped make indoor cycling so popular, with people viewing the sessions more as social events than an intense workout. The music they play is key in creating the right atmosphere and helps to motivate members to push themselves harder.

‘‘The club atmosphere is something that cycle studios are really tapping into’’ - norton, 2015

9 FIGURE 12, SOULCYCLE, 2017

can speedo be the soulcycle of swimming?

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the physical effects of music Research has proven that music can be so effective at increasing ability and stamina that it could actually be thought of as ‘a legal performanceenhancing drug’ (Karageorghis, 2012). The right tempo has been proven to increase motivation in athletes and help them reach a state of ‘flow’, the ‘complete immersion in an activity to the point that nothing else seems to matter’ (Karageorghis, 2010). This offers an explanation as to why the majority of gym goers listen to music while they work out, and why a lot of fitness classes have music playing in the background. However, music isn’t as closely linked with the swimming experience as it is with the gym. If music could be applied to swimming in a similar way to how it is used within the gym environment, then gym goers may be more motivated to incorporate swimming into their routines. Currently, ‘people often don’t think of going for a swim if they’re seeking a rigorous workout’ despite it being ‘just as effective as any other form of cardio’ (Hunter, 2017), but Speedo could use the effect of music to help change this.

Photographer Torbjorn Rodland’s exhibition The Touch That Made You featured a video called ‘132BPM’ that showed a variety of clips where the subject moved or vibrated back and forth in time to a techno beat. We were interested in how the video also made the person watching it want to move along with the beat, so held a focus group to test the video with the consumer. Comments in response to the video expressed the same desire to ‘want to bop’, and made the participants feel like they were ‘on a night out’. If Speedo could achieve this same feeling in their campaigns, it may motivate the viewer to want to swim. Another response explained how despite not being able to hear the trees in the video moving and rustling, because of the strong movement in time to the beat, they felt like they could still hear it anyway. This suggested that the interpretation of sound doesn’t always have to be so literal, and that our minds are capable of filling in the gaps if provided with a strong enough visual.

FIGURE 13, 132BPM, 2018

FIGURE 14, THE TOUCH THAT MADE YOU, 2018

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ministry does Fitness Looking into the effects of music and motivation, Ministry of Sound’s recent project Ministry Does Fitness combines their music expertise with the gym. The classes are hosted in a venue that ‘looks more like a nightclub than a fitness centre’, featuring DJ’s who design playlists ‘specifically around the results [they] want to get for that class’ (The Week, 2017) in order to motivate members more.

‘Millennials [are] moving away from traditional nightclubs and alcohol-based socialising towards healthier options’ (WGSN, 2017), creating a late-night gap that places like Ministry Does Fitness are aiming to fill, by offering a club-like experience without the hangover.

FIGURE 15, MOOD LIT WORKOUT, 2017

‘‘Millennials [are] moving away from traditional nightclubs and alcohol-based socialising towards healthier options’’ -WGSN, 2018

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FIGURE 16, MINISTRY DOES FITNESS, 2017

lit is set to revolutionise workouts in 2019 - wgsn, 2018 With low impact training ‘set to revolutionise workouts in 2019’ (WGSN, 2018), it is the perfect time for Speedo to try something new. By grabbing the attention of the media and consumers early, they will be in a better position to capitalise on the upcoming trend, and lead the way in low impact workouts. The trend is set to come about as a ‘smarter alternative to the current plethora of body-pounding workouts such as HIIT and CrossFit’ (WGSN, 2018), as people begin to realise that they can achieve the same fitness goals without being so harsh on their bodies (Huber, 2017). Swimming is the perfect example of an intense but low-impact form of exercise, and with Speedo being the leading brand in all things swim, they could easily push swimming to become the latest fitness craze with a successful campaign.

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the problem today’s f itness consumer is part of a time poor generation who want maximum results in minimum time and does not currently perceive swimming as an effective way of acheiving this

Currently, swimming isn’t a popular form of exercise, as everyday gym goers find the process of getting ready before and after the swim too time consuming. Swimming is regarded more as a leisure activity, with many people only hitting the pool while on holiday. In order to make the Speedo brand more successful, first the perceptions around swimming and the time it requires need to change. Speedo should aim to motivate the everyday gym goer to swim and show that swimming is an effective workout.

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the big idea To use music to motivate the consumer to overcome the barriers of getting to the pool and make swimming seem

“Worththewet�

FIGURE 17, WET FEET, 2018

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The consumer

**the digitally driven**

The campaign will target the everyday fitness consumer: people who already dedicate time to exercise regularly and recognise that being active is great for their body and mind.

Emma is 24 years old. She works in publishing and is from Manchester. She tends to shop in Zara, ASOS and Topshop.

She enjoys the gym and mainly goes for fitness purposes, as it makes her feel more confident in her body. She eats healthily but doesn’t let this restrict her in having the occasional treat and morning coffee.

From our primary research interviewing those who go to the gym regularly (see appendix p47-53), we found that the majority of this consumer group already recognise swimming as an enjoyable pastime and effective low impact form of cardio, but often fail to incorporate it into their fitness routine due to preconceived barriers associated with swimming.

She follows fitness bloggers on Instagram and posts her own pictures online to track progress and stay motivated. The gym is fitted in after work when the day is over.

It is most realistic to target this consumer group as they are already successful in including exercise in their routine, so it would not be implausible to get them to switch out some of their regular workout routine and try something different.

In our online survey 84.9% of those who swam infrequently said they wish they swam more (see appendix p36), supporting our theory that it would be conceivable to amend their perception of the pool and get them swimming more.

FIGURE 18, DIGITALLY DRIVEN MOODBOARD, 2018

**the progress driven** Ben is a 28 year old Marketing Manager from Brighton. He lives with his girlfriend of 2 years and their pet dog. He shops at Paul Smith, ASOS and H&M. He goes to the gym in the morning before work.

He doesn’t tend to post much about fitness on social media, and instead likes to use fitness apps to track his progress and stay motivated. He stays quite private in the gym and prefers to go alone.

FIGURE 19, PROGRESS DRIVEN MOODBOARD, 2018

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The current fitness landscape for brands such as Nike and Adidas encompasses an overall very dark, dramatic, competitive or urban aesthetic, something we wanted to avoid for our own campaign. The reason for this is we wanted to avoid intimidating the everyday fitness consumer, and felt a brighter more saturated visual landscape would be more effective in displaying the pool and the journey to and from as appealing and approachable.

honey long and pru stent

FIGURE 21, LIGHTING MOODBOARD, 2018

The creative concept

** lighting**

FIGURE 20, COMPETITION LANDSCAPE MOODBOARD, 2018

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** styling **

** crop **

FIGURE 23, STYLING MOODBOARD, 2018

FIGURE 22, CROP MOODBOARD, 2018

marta syrko

Our model, being a personal trainer and regular gym goer, fit the image of our consumer perfectly. Whilst we explored pursuing a more diverse look, we decided it was more important to work with a model that was happy and comfortable in front of the camera and responded well to direction in order to get the shots and attitude we were after.

torbjorn rodland

Crop was really important and key to our idea for two reasons. The first being that Speedo is renowned for its quality products, and the new Hydrosense range features build in custom developed mesh detailing, so to showcase this most effectively close-cropped shots were vital.

The second is that our creative concept rests on the grounds that the ASMR aspect of our response to the brief is very visual. Our exploration of the idea of conscious perception and that the mind can fill in visuals with sound, meant close cropped visuals that cause a visceral effect were really effective in achieving this. This also aided in making sure the story telling aspect of our video narrative did not translate too literally.

FIGURE 24, LOCATION MOODBOARD, 2018

hanley house

The location of our shoot we ensured was a realistic setting our consumer would go to, and so avoided any Olympic sized pools or anything too spa-like.

** location ** 18

route to consumer Teaser videos on Instagram & gym screens

The video launch on website, in gyms & cinema

january 2019 Promo for public event

The press/ buyer/blogger event

Product launch

FIGURE 25, ROUTE TO CONSUMER TIMELINE, 2018

Emails to existing customers

winter 2018

Public event with pop up shop

app relaunch

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instagram and gym screen video teasers Our Route to Consumer would begin in Winter 2018 with video teasers on Instagram and on screen in gyms. From our brand analysis insights we knew it was important for Speedo to connect with the consumer more through their social media channels, and utilising the video function on Instagram means more interaction, engaging the consumer for longer with more entertaining content.

Displaying the video teasers in the gym also means targeting the fitness consumer in a space we already know they frequently visit.

The #worththewet hashtag would come into play, intriguing the consumer into wanting to know more.

FIGURE 28, INSTAGRAM FEED MOCKUP, 2018

FIGURE 27, GYM SCREEN MOCKUP, 2018

responding to brand analysis insights:

the insta feed - More engaging and aspirational imagery - Strong tone of voice - Sleeker modern feel with a consistent brand image - Blocks of 3/6 on feed distinguish range specific content FIGURE 26, INSTAGRAM VIDEO MOCKUP, 2018

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The class concept: hydrobeat hiit meets the pool meets the club Hydrobeat is a swim class for the fitness consumer.

The class expands on the Hydro class Virgin Active already offer in association with Speedo. The original Hydro class offers an hour of High Intensity swim interval training (see appendix p71). Having tried the class out we found that whilst the class definitely proved to anyone brave enough to try it that swimming should be taken more seriously as an intense effective workout, the method of motivating and instructing class participants could leave something to be desired.

From our previous secondary research on runners using music tempo to keep pace, we feel this could be effectively utilised in the same way for swimming. Eg. Sprint front crawls to a high tempo, and long distance breast stroke to a lower tempo song. The change in music will indicate to the swimmer to change action whilst also keeping the pace of the class meaning they won’t get bored. This has already proven effective for other fitness crazes such as Soulcycle and Ministry Does Fitness.

Olivia Brafman from Ministry does Fitness says of the classes there

“The music is designed around the workout. There are genres and BPMs of music that will physically get you to run faster or lift heavier or go for longer so we tailor the rate specifically around the results we want to get for that class” (The Week, 2017)

FIGURE 31, WATER FILM STILL, 2018

FIGURE 29, PARTY POOL, 2018

FIGURE 30, WOMAN SWIMMING, 2018

The press event press/buyer/blogger The publicity event would be the first cycle of the class launch concept, and would be composed of three key stages.

Refreshments reception and worththewet concept presentation:

FIGURE 32, PARTY POOL 2, 2018

This presentation would brief attendees on the overall Worth The Wet campaign concept as well as the key features of the new collection, including the prices, design features and release dates, as well as dates for the public events. This would work as a form of in person press release so attendees have all information needed to write about the campaign.

Free to view Hydrosense poolside trade shop:

The majority of Speedo’s sales go through wholesalers, so it would be imperative buyers are there on the day and able to view and put in pre-orders for products ahead of the release at the poolside trade shop. These buyers would consist of Speedo’s current main wholesalers (JD Sports, Sports Direct, Debenhams), as well as some they pitch to annually such as ASOS.

After party: Stick around for the beta Hydrobeat class:

The final part of the event would be presented as the ‘after party’, an optional opportunity for anyone who would like to try out the class for themselves. This would be the final part of the day as obviously would involve getting wet, and we anticipate not everyone would like to get involved. We expect that fitness bloggers (GraceFitUK, Gabby Allen, Krissy Cela, Chessie King) are most likely to take part and press may wish to take pictures.

FIGURE 33, POOLSIDE SHOP, 2018

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video and product launch in cinemas The full video will launch on the website and in cinemas following the press event. Cinema is an ideal marketing tool for the campaign as sound is so key to the campaign concept. Cinema theatre surround sound will ensure the soundtrack has it’s full effect, and viewers will be giving their full attention, unlike TV advertising.

FIGURE 34, WEBSITE REDESIGN, 2018

website redesign and online video launch To coincide with this the video will also launch on the website, to correspond with the launch of the collection. Responding to our earlier brand insights relating to online presence, we have adjusted the website aesthetic. The new layout looks sleek and modern, whilst making use of the full width imagery. A promotional shot is layered over a clip of the video to draw the consumer in and show the product in action.

FIGURE 35, CINEMA MOCKUP, 2018

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the public launch event Carly Rowena and Kemo Marriott are ideal ambassadors for the campaign, as they are both fitness bloggers who don’t currently have an affiliation with any other brands. They have a small following and seem to be adventurous, their active lifestyle including a variety of sports and workouts.

FIGURE 37, CARLIE ROWENA, 2018

FIGURE 36, BOOKING PAGE MOCKUP, 2018

The public launch events will run in a similar format to the press event, with a meet and greet with blogger ambassadors Kemo Marriott and Carlie Rowena, and classes running hourly throughout the days.

There will be a pop-up shop for early, discounted access to collection, where buyers will receive a 10% discount voucher to purchase more from the website once the collection goes online.

@kemomarriott

worth the wet

@carlYrowena

FIGURE 38, KEMO MARRIOTT, 2018

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relaunching the app The final stage of the marketing plan will be to relaunch the Speedo On app.

86.3%

The campaign targets the fitness consumer, aiming to demonstrate the effectiveness and feel good factor of swimming for fitness, and how it can be worth the wet. In a consumer survey of 33 participants, 86.3% of them said they already use fitness apps regularly, so if we are pushing swimming into the lens of their fitness landscape, now would be an appropriate time to also make them aware of other tools Speedo has to offer to maximise their workout benefits.

From this survey we also found that the consumer’s most common reasons for using apps include tracking progress and staying motivated, and they also liked that their apps could track calories and calculate calories burned from exercises performed aside from electric cardio machines.

Forbes and Wired both acknowledged at the end of 2017 that 2018 is the year of the QR code (Forbes, 2017), and that the once farcical tools are coming back in a big way.

FIGURE 39, SPEEDO ON MOCKUP, 2018

The app update would include 3 key new functions: - Book onto the Hydrobeat classes and search where they are across the country. The consumer already relies on their phone in relation to their fitness routine (see appendix p39-40) so a booking option on the app would make the classes more easy and accessible.

- Use a QR code system to register a swim or class, to log progress faster than the current system which involves entering quite large quantities of information in order to submit your workout. Having varies QR codes to register common swim times would save the consumer a lot of time and make them more likely to be consistent with their use of the app. For example, the pool could display QR codes for the Hydrobeat class, one for the Intermediate lane and one for the Fast lane, so the consumer could scan whichever applies to them. Others can include QRs for half an hour of breaststroke, or 15 minutes of front crawl sprints.

- Calculate calories burned from any pool time. This was a tool that our consumer cited as a well used and helpful aspect of the apps they already use so would be a great addition to the tracking the app already offers.

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conclusion Looking at the future of Speedo, we hope that the campaign changes some perceptions around the brand. We want to build upon their current status as a heritage brand by presenting them in a more current and innovative way, in order to attract the more image conscious, fitness consumer.

The new class compliments the launch of the collection, creating an incentive to get consumers to buy into the brand. Speaking to the team at Speedo, they appreciated how we had built upon the existing class rather than create a brand new one, as this is more achievable for them.

The class helps to change perceptions around swimming, not only showing that it is a serious workout, but showing that it can be fun and worth the wet. The campaign has been timed well in line with trend predictions that suggest swimming could become more popular, creating the best opportunity for Speedo to make swimming the next big fitness trend.

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move over

soulcycle

hello hydrobeat 27

references Armstrong, P. (2017). Apple Just Made QR Codes A Must Have For Your Strategy. [online] Forbes.com.

Available at: https://www.forbes.com/sites/paularmstrongtech/2017/09/22/apple-just-made-qr-codes-a-musthave-for-your-strategy/#2eed7a7150dd [Accessed 24 May 2018].

Enlow, J. (2016). Spin cycle: how stationary bikes went from curiosity to cult. [online] Timeline. Available at: https://timeline.com/spin-cult-exercise-bikes-7bfdbc67c7a0 [Accessed 24 May 2018].

Huber, M. (2017). The Biggest Fitness Trends of 2018. [online] Outside Online. Available at: https://www.outsideonline.com/2271386/what-fitness-trends-will-define-2018 [Accessed 24 May 2018].

Hunter, A. (2017). Why your next HIIT workout should be swimming. [online] Get The Gloss. Available at: https:// www.getthegloss.com/article/why-your-next-hiit-workoutshould-be-swimming [Accessed 24 May 2018].

Sun, C. (2016). More People Flocking to Fitness Classes Inspired by Ballet, Cycling and Tech. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/275780 [Accessed 24 May 2018].

The Week. (2017). Ministry Does Fitness: Pump up the workout. [online] Available at: http://www.theweek. co.uk/82234/ministry-does-fitness-pump-up-the-workout [Accessed 24 May 2018].

WGSN (2017). Workout Trends 2018. [online] WGSN, p.6. Available at: https://www.wgsn.com/content/board_ viewer/#/71473/page/6 [Accessed 24 May 2018].

WGSN (2018). Active Intelligence – Workout Trends 2019. [online] WGSN, p.3. Available at: https://www.wgsn. com/content/board_viewer/#/77088/page/3 [Accessed 24 May 2018].

Karageorghis, C. and Priest, D. (2012). Music in the exercise domain: a review and synthesis (Part II). International Review of Sport and Exercise Psychology, 5(1), pp.44-66.

Karageorghis, C. and Terry, P. (2010). Inside sport psychology. 1st ed. Champaign (IL): Human Kinetics, p.35.

Norton, S. (2015). Indoor cycling goes full-circle: The return of spin classes. [online] The Independent.

Available at: https://www.independent.co.uk/life-style/ health-and-families/indoor-cycling-goes-full-circle-thereturn-of-spin-classes-a6668291.html [Accessed 24 May 2018].

Pierce, D. (2017). The Curious Comeback of the Dreaded QR Code. [online] WIRED. Available at: https://www. wired.com/story/the-curious-comeback-of-the-dreaded-qrcode/ [Accessed 24 May 2018].

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illustrations Figure 1, Own Image (2018) Cover Image Film Still Figure 2, Water Push Up (2017). Speedo Fit. [image] Available at: https://www.behance.net/gallery/39675077/ Speedo-Fit-Campaign [Accessed 28 May 2018].

Figure 3, Speedo Swim Socks (2017). Get Swim Fit. [image] Available at: http://ellisparrinder.com/gethin-jonesspeedo/ [Accessed 28 May 2018].

Figure 4, GymShark (2018). GymShark LFW. [image] Available at: http://www.modelvillage.co/bloghome/getfired-up-for-lfw-aw18-with-gymshark [Accessed 28 May 2018].

Figure 5, Kanye X Adidas(2016). Adidas and Yeezy. [image] Available at: http://www.fashionfreaks.gr/h-sxeshtou-kanye-west-kai-ths-adidas-pernaei-se-allo-epipedo/ [Accessed 28 May 2018].

Figure 13, Rodland, T. (2018). 132BPM. [image] Available at: http://momaps1.org/exhibitions/view/108 [Accessed 28 May 2018].

Figure 14, Rodland, T. (2018). The Touch That Made You. [image] Available at: http://davidkordanskygallery.com/ artist/torbjorn-rodland/ [Accessed 28 May 2018].

Figure 15, Ministry of Sound (2017). Mood Lit Workout. [image] Available at: http://www.theweek.co.uk/82234/ ministry-does-fitness-pump-up-the-workout [Accessed 28 May 2018].

Figure 16, Ministry of Sound (2017). Ministry Does Fitness. [image] Available at: http://www.ajodudu.com/ archive/primark-set-go-ministry-of-sweat [Accessed 28 May 2018].

Figure 28, Own image (2018) Instagram Feed mockup Figure 29, De Mirandabad (2018). Party Pool. [image] Available at: http://www.expatrepublic.com/top-5-swimming-pools-amsterdam/ [Accessed 28 May 2018].

Figure 30, Speedo (2016) Woman Swimming [image] Available at: http://www.stack.com/a/freestyle-strokeform-mistakes [Accessed 28 May 2018] Figure 31, Own image (2018) Water film still, 2018 Figure 32, De Mirandabad (2018). Party Pool. [image] Available at: http://www.expatrepublic.com/top-5-swimming-pools-amsterdam/ [Accessed 28 May 2018].

Figure 6, Nike (2017). FKA Nike. [image] Available at: https://www.nike.com/ph/en_gb/e/cities/manila-local/believe-in-more [Accessed 28 May 2018].

Figure 18, Own image (2018) Digitally driven moodboard

Figure 33, Design Boom (2018) Poolside shop [image] Available at: https://www.designboom.com/design/pointblank-popup-shop-swimming-pool-london-09-11-2017/ [Accessed 28 May 2018]

Figure 19, Own image (2018) Progress driven moodboard

Figure 34, Own image (2018) Website Redesign

Figure 7, Nike (2017). FKA Nike Dance. [image] Available at: https://news.nike.com/news/fka-twigs-on-sport-and-expression [Accessed 28 May 2018].

Figure 20, Own image (2018) Competition landscape moodboard

Figure 35, Own image (2018) Cinema mockup

Figure 8, Own Image (2018) Speedo Instagram Analysis Figure 9 & 10, Own Image (2018) Film Still Shower Droplets Figure 11, Own Image (2018) Fitness and Fashion Moodboard Figure 12, Soul Cycle (2017). Soul Cycle. [image] Available at: https://www.apartmenttherapy.com/you-can-nowmake-your-own-soulcycle-candle-251730 [Accessed 28 May 2018].

Figure 17, Own image (2018) Wet Feet

Figure 21, Own image (2018) Lighting moodboard Figure 22, Own image (2018) Crop moodboard Figure 23, Own image (2018) Styling moodboard Figure 24, Own image (2018) Location moodboard Figure 25, Own image (2018) Route to Consumer Timeline

Figure 36, Own image (2018) Booking page mockup Figure 37, Carly Rowena (2018) @carlyrowena [image] Available at: https://www.instagram.com/carlyrowena/?hl=en [Accessed 28 May 2018] Figure 38, Kemo Marriott (2018) @kemomarriott [image]

Available at: https://www.instagram.com/kemomarriott/ [Accessed 28 May 2018] Figure 39, Own image (2018) Speedo On mockup

Figure 26, Own image (2018) Instagram Video mockup Figure 27, Own image (2018) Gym screen mockup

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