Designing Speedo LZR Racer: Speedo's Innovative and Controversial Line of High-end Swimsuits
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Abstract:
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This case discusses in detail the design and development of the Speedo LZR
Racer, a new swimsuit from leading manufacturer and distributor of swimsuits
Speedo International. Launched on February 12, 2008, the LZR Racer was
considered the world's fastest swimsuit with technically advanced features.
Approved by international swimming governing body FINA, the suit was endorsed by
well known swimming athletes. Made from a lightweight, low drag water repellent
fabric, the LZR Racer was the first laser bonded swimsuit with no visible seams.
The suit's unique design increased the oxygen intake efficiency of the swimmers
and helped them to swim swiftly for a longer period. It compressed the swimmer's
body into a streamlined shape and enabled him/her to cut through the water with
more agility.
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The case explains the designing process of
the suit. The product was the result of a three-year research
and development project carried out by Speedo's Research &
Development team Aqualab. While designing and developing the LZR
Racer, Speedo harnessed the expertise of several agencies
including US space agency NASA, the Australian Institute of
Sport (AIS), ANSYS, and international fashion label Comme des
Garçons. The new suit was readily accepted by swimmers and
swimmers sporting the LZR Racer broke many world records. As of
2008, a total of 108 world records were broken by swimmers
wearing the LZR Racer.
The case also discusses the criticism faced by Speedo pertaining
to the LZR Racer, as some experts felt that the suit provided an
unfair advantage to its wearers. When athletes competing in the
LZR Racer suits broke world records, several rival companies and
national teams protested against the use of this technologically
advanced swimsuit. They called it 'technological doping'. The
case concludes with a description of the new amendments and
requirements for swimwear approval put forth by FINA. These
rules are to be followed worldwide by swimwear manufacturers who
develop competitive swimwear.
Issues:
» Understand the issues and challenges in coming out with an innovative product.
» Study the LZR Racer development process and understand the importance of
design in the new product development process.
» Understand the importance of computer modeling and simulation in designing of
a product.
» Analyze the reasons for the criticism of Speedo and its product the LZR Racer
and discuss the ethical issues related to it.
» Explore strategies that Speedo could adopt while designing the next
technologically advanced swimsuit in keeping with the new FINA guidelines
pertaining to design and shape of products.
Contents:
Keywords:
Design, Innovation, New product development, Computer modeling , Simulation , Computational Fluid Dynamics, Testing, Surface friction drag testing, Water flume testing, Performance Factor Tests, Drag reduction, Elite swimwear market, LZR Racer, Speedo, Fastskin, Aqualab, Technological doping
Designing Speedo LZR Racer: Speedo's Innovative and Controversial Line of
High-end Swimsuits
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