Speedo looks to heat up brand at Winter Olympics

02/9/2006 | Los Angeles Times (tiered subscription model)

Warnaco Group's Speedo, a brand most associated with swimming and hot weather, is taking a $4 million gamble on the Winter Olympic Games in Turin, Italy, to plug its line of activewear. Seeking to rebrand itself as a competitor to Nike, Adidas and Reebok, Speedo is outfitting defending defending gold medalist bobsledder Vonetta Flowers, among other competitors, as it launches an expanded line of track jackets, cropped yoga pants and sexier swimsuits for women.

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