Challenge

Aquatic fitness is more popular than ever. Both vertical and horizontal markets cross every age group. Everything from CrossFit training to water aerobics and laps, to professional athletes using aquatics to strengthen certain muscle groups. Millions are discovering the benefits of water workouts. Speedo came to us for help with their shop concept for specialty sporting goods. The assignment presented multiple challenges: use the retailer’s existing fixtures, turn a seasonal pad into a year-round destination, and value-engineer it all with lightweight materials that could be kitted up. Meanwhile, it was essential to keep deploying a channel strategy, a multi-tier merchandising strategy, and celebrating the Speedo brand. Time to get our feet wet.

Solution

Working hand in hand with the marketing team, store design, merchandising, and fabricators, BOLTGROUP created a design experience that addressed every challenge. Using a hardgoods wall to anchor the shop, we incorporated distinct aquatic graphics and product profiles that allow for a performance line, a fitness line, and a recreation line. We employed custom body forms to display swim caps and goggles, then dressed out fixtures to hold seasonal soft goods, like suits, jackets, flip flops, bags, and more. The shop was set off by a full custom form on a swimmer’s starting block. The entire shop was treated graphically with branded signage that reflected the innovation and dynamics of the Speedo brand.

Result

The fully integrated shop allows for seasonal rotation of soft goods, while maintaining a constant destination for training accessories such as fins, paddles, goggles, caps, footwear, and more.