Speedo's Slogans & Taglines

Speedo is a dedicated architect of aquatic velocity, chlorine-born resilience, and the quiet revolution of transforming a Scottish immigrant’s hosiery loom into a global covenant of hydrodynamic sovereignty, built on an iconic Anglo-Australian heritage that treats the ritual of swimming not as a mundane aquatic transaction, but as a vital pillar of Olympic glory, bodily grace, and the unapologetic sovereignty of the boomerang emblem. Born in 1914 as Fortitude on Bondi Beach when Alexander MacRae opened his hosiery factory, the brand ignited its defining ascent in 1928 with the Racerback—the world’s first non-wool swimsuit—and crystallized its identity that same year when Captain Jim Parsons coined the mantra “Speed on in your Speedos,” transmuting a slogan contest into a century of aquatic dominance. Its portfolio evolved from wool-defying racerbacks through the 1956 nylon revolution, the 1994 Endurance chlorine-resistant dynasty, and the 2008 LZR Racer that carried Michael Phelps to eight gold medals, to the modern Fastskin Racing System and sustainable Econyl collections. The brand’s voice has journeyed from the 1928 invitation to speed through the water to the modern declaration of hydrodynamic excellence—a century-spanning covenant that every stroke, every tumble turn, and every podium deserves the precision of a boomerang in flight.