In 2008 Speedo introduced the LZR Racer, a body-length swimsuit lined with stiff polyurethane plastic panels that dramatically reduced drag in the water. Essentially it turned the swimmer into a smooth aerodynamic tube, trapping little pockets of air to improve buoyancy. The technology was introduced in time for the Beijing Olympics, where 23 world records were set by swimmers wearing the LZR.
The impact on the sport was cataclysmic. Athletes who enjoyed the benefits of the new “super suit” described the sensation as like flying. Those who had signed deals with other manufacturers were…
