🏊🥇 Phelps Swim 🥇🏊

Background: You might’ve heard of this guy. He’s really good at swimming and has 23 Olympic Gold Medals to prove it. But not as many people know that Speedo signed him when he was 16 years-old and sponsored him for 12 years! At the end of which, he realized he was bigger than the sport itself, so he launched his own brand MP (manufactured by Aqua Sphere) with technical input and product testing by himself and his Coach Bob Bowman.

Project: The MP brand wanted a major rebrand to become Phelps Swim — with a more inclusive approach to represent all swimmers of every age and ability, not just Olympians. This was also to prepare for Michael’s iminent retirement from the sport. Along with the rebrand, Phelps had a new line of swimming products that would launch with the 2020 Olympics in Tokyo and… womp womp. COVID. The launch and the Olympics were put on hold, then eventually released but didn’t gain traction since nobody was eager to jump into pools for a few years.
Eventually, the brand was scrapped, but I’m still proud of the work.