Speedo’s new Italian distributor, OberAlp, quotes consumer research conducted by IFM Sports Marketing Surveys according to which the brand is still associated in Italy with the fastest swimsuit in the world, beating the runner-up by 10 percentage points. Speedo is still the second-best-known swimwear brand in Italy, obviously after Arena, but its notoriety has risen from 30 to 33 percent following its exposure at the Rome championships.

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