1. Marketing Plan
Second, Speedo invests in sports technology, constantly innovating the company's elite product line. While there is no scientific evidence that any of these products actually enhance swimming performance, Speedo is able to successfully convince swimmers, through their communications program and athlete endorsers, to pay top dollar for these supposedly technologically advanced suits. ... Adidas is also using the sports technology approach by creating a full body suit they claim is faster in the water than more traditional competitive swimwear. ...
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