When the world’s greatest ever breaststroke swimmer joined Team Speedo, it would shake the world of swimming. So it needed an announcement worthy of the hype and to establish a new kind of sponsorship, one capable of making waves in and out of the pool.

The approach was to create #GreaterLengths a platform. A place where Speedo and Adam Peaty pledge to do more to better the world of swimming, and where swim fans follow this combined commitment to make swimming more diverse, inclusive, sustainable and a better performing sport.

For launch, we crafted a bold new visual approach. Lane lines represented ‘greater lengths’ and physically built to a time where swimming could support everyone, with Peaty driving us forward. Statuesque imagery reflects the heroic Peaty, nodding to his iconic Greek mythological tattoos. A cornerstone of his brand, now combining with bespoke graphics, animation, film and race footage.

Independent teaser content across Peaty’s and Speedo’s own social channels launched the #GreaterLengths platform. Only a few small Easter eggs linked them, for the really eagle eyed among the audience to spot.

The platform was then revealed across all channels simultaneously with a film that captured the essence of the partnership - there to make change. Finally, the commitment was set in stone with a deeper manifesto that further explained the combined ambition to make waves in the world of swimming.