TRENDS
or most companies, labeling customers as mutants would not be positive PR. But for the launch of its new FastSkin FSII suit, Speedo compared its high-profile customers — the U.S. Olympic swim team — to superhuman mutants. Speedo wanted to introduce FastSkin FSII to more than 150 members of the media and fashion VIPs, stage photo pportunities, and create a buzz for the suit before the Athens Summer Olympics, where it would debut on U.S. swimmers. To achieve these goals and to emphasize the scientific principles behind the suit design, Speedo changed lanes. Instead of a typical fashion show featuring its latest suits, Speedo worked with Samantha Bruno, owner of Los Angeles-based Events in Motion, to create a mutant-themed event. As every comic-book reader knows, many superheroes are mutants created in laboratories. To fit Speedo’s theme, Bruno’s team transformed the venue — Pressure NYC, one of New York’s hottest new lounges — into an underwater laboratory. Lighting was reflected onto the domed ceiling to create the illusion of water, and white-coated scientists greeted guests and offered them test tubes filled with Speedo Sports Water. After cocktails, guests settled into circular white “pod” chairs for the show, which began with a video about the new suits. As the video ended, Olympic swimmers Amanda Beard, Lenny Krayzelburg, Michael Phelps, and Jenny Thompson appeared as silhouettes behind back-lit, glowing-green panels. The athletes struck poses to the song, “I am Legendary, You are Not.” Then one by one, the panels opened and the athletes walked into the crowd. Although Speedo hoped to attract 150 attendees, 196 members of the press attended. Since the event, 46 articles have been published in publications such as Vogue, Sports Illustrated, Popular Science, and the Los Angeles Times. Clips have aired on news shows such as ESPN2, WGN Morning News Chicago, and CNBC. That’s a media splash with far-reaching ripples.	Superhuman Models Olympic athletes modeled speedos’ new FastSkin FSII suit.
	Speedo’s mysterious invitation lured 196 members of the press to its launch event. The back of the invite included directions to the event and a map.
The event was held at Pressure NYC, one of New York’s hottest new lounges.
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