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Speedo takes Aquatic Zones to four Sports Authority locations


Speedo USA has expanded its relationship with Sports Authority and is launching a Speedo Aquatic Zone “shop-within-a-shop” retail concept at four Sports Authority locations.

The four new 500-sq.-ft. premium Speedo Aquatic Zones at Sports Authority, located in the Miami and Boca Raton, Fla., and Balboa and Sherman Oaks, Calif., stores, feature the brand’s swimsuits, goggles, accessories, training aids and footwear. The zones are merchandised with a range of Speedo men’s, women’s and kids’ gear designed to highlight the 2014 fitness, performance and active recreation collections.

“We’ve enjoyed a long and positive partnership with Sports Authority, and we couldn’t be prouder of our new Speedo Aquatic Zones,” said Jim Gerson, president of Speedo USA. “Not only does it show Sports Authority’s belief in Speedo and Speedo products, but the new Speedo Acquatic Zones give us an opportunity to showcase our technical expertise, category-leading innovation, swim fitness know-how, and, of course, our newest gear.”

“We are excited to expand our partnership with Speedo to include this new shop-within-a-shop retail concept, which will offer our customers the best of the best in cutting-edge swim products,” said Stephen Binkley, chief merchandising officer of Sports Authority. “The Speedo Aquatic Zones provide an elevated shopping experience for competitive and recreational athletes in the swim community and further strengthen our position as the go-to retailer for all things sporting goods.”

The new retail layout divides Speedo products by activity, including aquatic training, fitness, recreation and other water-related interests, with a mix of in-line, end-cap, four-way and wall unit displays. Dive accessories, the Learn to Swim kids water safety line and new styles from the revamped 2014 footwear and packs collections will also be featured. The graphics and merchandising are designed to highlight Speedo’s key technologies and its 86-year history.

“More and more people are swimming for fitness than ever before,” said Gerson. “Whether you’re racing for a record finish, swimming laps for better health or making memories at the beach, we believe the new Speedo Aquatic Zones at Sports Authority will help make every water moment better — and inspire even more people to ‘Dive In.’”

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