Can clothes be so performance-enhancing that the Olympics may not allow it's use? How about if it's a swim suit? Shall they all race in the buff? Speedo's LZR Racer is not just helping swimmers break records, they are smashing them. Therefore the swimming federation has ask Speedo to defend their design. Speedo admits its an advantage, just like other technology has changed sports.
Implications - This innovative swimsuit hones in on the consumer desire to outperform other individuals. When designing products, companies should consider this group of motivated customers and use marketing tactics that target the need for success. The more determined consumers will appreciate the effort.