I enjoyed reading this article on Just-Style.com. The author discusses how the Olympic Games has become a competition for equipment manufacturers, while they strive to boost the athlete’s performance.
As the London 2012 Olympics approaches, sportswear firms are battling to take centre stage, launching new innovations that are set to boost athletes’ performance and drive maximum commercial value out of the event.
The Olympic Games offer a once every four years opportunity for sportswear firms to showcase the latest advances in technology, which they hope will drive sales at a time of low consumer confidence in many of their markets.
Swimming is one sport that has seen massive leaps in the way technology drives performance. Speedo claims its latest swim suit, the Fastskin3, which includes cap, goggles and suit, offers full-body passive drag reduction of up to 16.6%, an 11% improvement in the swimmer’s oxygen economy, and a 5.2% reduction in body active drag.