Michael Phelps, left, is measured in a prototype swimsuit before a training session. After partnering with Speedo through most of his swimming career, Phelps has agreed to a new deal with Aqua Sphere.

Phelps signs with Aqua Sphere after long ties to Speedo

Newcomer brand lands swimming's biggest star

After partnering with Speedo through most of his swimming career, Michael Phelps has agreed to a new deal with Aqua Sphere.

The company is a newcomer to competitive swimming, but is already designing a racing suit that Phelps can begin wearing on Jan. 1. The deal is a huge coup for Aqua Sphere as it tries to gain a foothold alongside companies such as Arena, Speedo and Tyr.

Phelps and his coach, Bob Bowman, will be working with Aqua Sphere on a range of products beyond racing suits, hoping to lure more kids into swimming and reduce the number of drowning deaths. Phelps tells The Associated Press “this is an exciting part of my career that I’ve never been able to experience before.”

The deal will officially be announced Tuesday.

Brands Articles

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path

Pringles plays off Ontario elections

The brand forces its own issue onto the ballot: to dip, or not to dip?

Second Cup launches Flat White promotion

New espresso drink part of brand rejuvenation

Mountain Equipment Co-op launches MEC Outdoor Nation

Retailer aims to inspire youth to get outside

McDonald’s Canada takes on grocery

Partners with Kraft Canada to launch McCafe brand in supermarkets

The results of Apple’s free U2 download experiment

Company gets its "record breaking" headline, but many users rebel

Scion Sessions return with more short-film-styled music vids

Toyota brand bolsters connection with music, art and culture

Ford Canada wins the TIFF celebrity lottery

How the automaker maximized its TIFF sponsorship with A-listers