Networking with NASA - Speedo LZR
"Networks are reshaping the global architecture" - Parkhe et al. (2006; p.560)
Media attention grew significantly when Speedo designed the LZR Racer in 2008. Forming a relationship with NASA (The National Aeronautics and Space Administration), Speedo went further then any competitor, reflecing their innovative ambition going forward. Despite NASA being focused on aerospace research, Speedo was able to adapt their existing technologies that would assist in the production and design of the next generation of racing suits. Utilizing wind tunnels originally used for testing spaceship dynamics, Speedo had access to a controlled environment allowing them to test potential materials in a wide range of conditions which would normally cause drag.
Steve Wilkinson, a researcher on the project tested over 60 different fabrics during the NASA collaboration. Extracting the information and technology, Speedo was able to combine with its own Aqualab team to create the greatest swimsuit on the planet; the LZR racer. This new innovation with NASA was the first fully bodied and bonded swimsuit with ultrasonic welded seams, as well as a ultrasonically low profile zipper. On a normal swimsuit the seams would normally overlap; by this new method NASA was able to reduce drag by 6%. Wolfe (1994) identifies that the innovation process is conducted externally and adds a competitive advantage when created for the customer. This in turn may be considered as a success to Speedo. |
The zipper used similar technology by bonding into the fabric, which doesn’t make it visible to others. This according to tests reduced drag by another 8 seconds in comparison to previous innovations. The suit can cover either the legs or body singularly or together, whilst tests suggested the more worn, the more drag will be reduced. Inter firm networks are considered very important to compliment the main firms Research and Developments own departmental efforts (Freeman, 1991). To further enhance the swimsuit effectiveness Speedos also collaborated with ANSYS, a computer aided firm.
Accessing CFD software made by ANSYS, Speedo obtained the power to predict fluid flow around a swimmers streamlined figure when they are in a natural stretched glide position (Silvester, 2012). The University of Otago In New Zealand combined with ANSYS to conduct further water flume and computational fluid dynamic testing. This in turn, alongside the NASA technology, allowed Speedo to pin point exactly where drag was most in force. This concept of multiple networks for successful innovation is widely accepted in the literature. Implementing a cognitive model of innovation allows exploitation of knowledge which is then shared to create new knowledge (Levinthal and March, 1993); a model Speedo used to its advantage when designing the LZR. |
Innovative Collaboration Provides SuccessOne month after the initial release of the LZR swimsuit 13 world swimming records had been broken, all of which were accomplished in suit itself. This trend continued throughout 2008 when 98% of all medals won in the swimming category were given to those wearing Speedo, 47 medals of which were gold (Silvester, 2012). The suit was an undeniable success and set the bench mark as a dominant design in the world of swimming. Olympic swimmer Katie Hoff commented “the tight suit allows the swimmer to move more quickly through the water because it compresses the whole body so that it is really streamlined" (Turner, 2008).
The LZR's consistent performance throughout the Beijing Olympics made swimming the most talked about sport amongst global headlines. Without the beneficial relationship between Speedo and NASA, the suit arguably would not have been as successful or grabbed such widespread attention. With their relationship being based upon effective collaboration, each company gained heightened levels of knowledge is new specialized areas (Brown and Duguid, 1991). |
Networking through EndorsementsA significant element of Speedo's success apart from networking with third parties is their networking ability with the athletes themselves. Since the FastSkin launched back in 2000, incremental innovations and further product releases have made Speedo a household name. However their popularity has been heavily supported by their endorsements of top swimmers such as Rebecca Addlington, Michael Phelps and Ryan Lotche. Furthermore Speedo was never under serious threat from competitors when looking to sponsor specific athletes or Olympic teams. Nike for example allowed their swimmers to wear the LZR with no knock on effects on withstanding Nike contracts. Speedo undeniably benefited from this action with a Speedo spokeswoman suggesting at the time that, despite the suits costs in excess of $550 each, brisk orders were always made close to competitions, even more so after Nike's revelation (Mullman, 2008). Our Industry Impact discusses this area in greater detail.
|