Speedo North America is turning its attention to land by introducing its first winter apparel performance suits for athletes competing in the Winter Olympics in Turin. The swimwear brand’s diversification into winter sports is one of several strategies initiated by Sheree Waterson, Speedo’s North American president. “We want to layer on the cool factor,” Waterson told WWD in an interview. “We are taking Speedo out of the water and onto land.”

A division of Warnaco Swim Group, Speedo North America will focus introducing more fashion-forward products in the new active wear line and will also grow accessories, especially footwear. Furthermore, the company will add more fashionable looks to its swimwear range and will introduce new performance technologies. Last year the company reported wholesale sales of about $250 million (£144 million) and worldwide retail sales of more than $1 billion. The brand is America’s largest athletic swim brand with a market share of approximately 50 percent. Nike has 17 percent of that market.

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