What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 73% → 82% | +9pp |
| Consideration | 48% → 55% | +7pp |
| Investigation | 44% → 51% | +7pp |
| Claimed Usage | 39% → 47% | +8pp |
| Preference | 29% → 36% | +7pp |
What's behind the growth
Speedo's brand-building in Australia has moved from elite-athlete-only marketing toward a broader lifestyle positioning, while still backing the elite side hard.
That shift has its roots in mid-2024: Campaign Brief reported that Speedo's "Go Full Speedo" platform, created with agency Mirimar and directed by Scottie Cameron, put Stranger Things actor Dacre Montgomery and skateboarding legend Peggy Oki through a cheeky, streetwear-style hero film produced by Sydney-based Collider, with cameos from the Bondi Rescue cast and an original track by the band The Beefs.
That tone carried into 2025's content marketing: Speedo's own site announced in February 2025 that its "Less Gym, More Swim" program, fronted by VP Brand Marketing Steph O'Neill, offered fitness communities structured drills positioning the pool as a full-body alternative to the gym.
On the elite side, Commonwealth Games Australia announced in September 2025 that Speedo would supply competition and training apparel for more than 60 Australian athletes ahead of Glasgow 2026, then, as CGA reported in June 2026, unveiled the green-and-gold race kit aboard a Sydney Harbour ferry using training-range artwork by Indigenous artist Jenna Lee, with Kaylee McKeown and Sam Short among the medallists on hand.
endurance.biz reported that Speedo signed four-time Olympic champion Léon Marchand as global ambassador around December 2025. And on direct-to-consumer marketing, Speedo ran a PayPal-linked "Together We Swim" promotion in November 2025, offering $1,000 vouchers to shoppers checking out with PayPal Pay in 4.
