Speedo is capitalizing on its relationship with the Olympic champion swimmer Michael Phelps. At the Fina World Championships currently taking place in Shanghai, visitors to Speedo's special branded area in the Oriental Sport Center can try out “Push the Limit,” the new swimming video game for Kinext for Xbox 360 that will be released in October. The game, developed with Blitz Game Studios and published by 505 Games, allows players to “swim” against Phelps as well as friends and family. In addition, Speedo has produced a short film starring Phelps that tells of his journey from a 7-year-old who was afraid of the water to a 15-year-old breaker of world records, and beyond to his current megastar status. A 30-second version being shown at the championships in Shanghai is also available at Phelps' Facebook page, facebook.com/michaelphelps, and the full two-minute version can be seen by fans of Speedo International at facebook.com/speedo.

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