Olympic Effect Catalyzes: Speedo North America Headquarters Strategically Relocated to Long Beach

As the 2028 Los Angeles Olympics approaches, American West Coast cities are experiencing unprecedented development opportunities. Internationally renowned swimwear company Speedo’s parent company, Pentland Brands, recently announced a major decision — relocating its North American headquarters from Orange County, California, to Long Beach. This move not only reflects the company’s keen insight into Olympic business opportunities but also signifies Long Beach’s accelerating transformation into a global hub for water sports. Behind this relocation lies a deep interaction between economic transformation, corporate strategic planning, and sporting events.

Long Beach’s Olympic Vision: From Oil Dependency to a Diversified Economy

Long Beach has long regarded the 2028 Olympics as a key opportunity to break free from its long-standing oil-based economy and establish a diversified industrial structure. Mayor Rex Richardson explicitly stated that the Olympics represent an important turning point for the city’s economic transformation. According to a city government announcement in April, Long Beach will host 11 events during the Olympic period (July 14–30), followed by seven Paralympic events from August 15–27.

These events encompass a rich array of water sports. Official plans include coastal rowing, open water swimming, beach volleyball, sailing, synchronized swimming, and water polo, alongside sports like rock climbing, handball, and shooting. All competitions will be held across seven venues, including temporary facilities, the historic Long Beach Sports Arena (used in the 1984 Olympics), and Marine Stadium, originally built for the 1932 rowing competitions.

To support this grand vision, Long Beach has committed over $900 million in infrastructure investments over five years, with approximately $200 million dedicated specifically to Olympic-related projects. These investments are attracting more international companies to the city, seizing the commercial opportunities brought by the Olympics.

Speedo’s Strategic Move: Riding the Olympic Wave to Reinvent North American Operations

Amid this wave of urban development, Pentland Brands’ decision is particularly significant. This UK-based private company manages several fashion and sportswear brands, including Berghaus and Endura. This summer, it will move into a new 25,000-square-foot office at Aero Long Beach. In comparison, since 2015, the company’s previous site in Cypress, Orange County, covered 69,000 square feet. Although the new space is smaller, the strategic location upgrade is notable.

The new facility will accommodate over 130 employees and is expected to feature a dedicated Speedo showroom, collaborative workspaces, and product development areas. In an official statement, Pentland Brands said, “Positioning Speedo in Long Beach places the brand at the heart of the world’s most prominent sporting event hub.” Bo Martinez, Director of Long Beach’s Economic Development Bureau, praised the move as a strong endorsement of the city’s efforts to expand its economic base, create high-quality jobs, and foster an environment for innovative businesses. City Councilmember Daryl Supernaw called this relocation a “perfect complement to diversify the city’s economy and strengthen its rich water sports tradition.”

As a major Olympic sponsor, Speedo works closely with national swimming organizations in the U.S., Canada, China, Australia, and other countries. This North American headquarters move is, in a sense, an important part of the brand’s global strategy.

A Century of Swimwear Innovation: From Classic Designs to Modern Breakthroughs

To understand why Speedo values its connection with Long Beach and the Olympics so highly, it’s essential to look back at the brand’s long history of innovation. Speedo’s story began in 1928 when Scottish immigrant Alexander MacRae created the Racerback swimsuit, marking the beginning of modern swimwear aesthetics.

More notably, Speedo’s innovative designs even sparked controversy at the 1932 Los Angeles Olympics. Australian swimmer Clare Dennis faced complaints for wearing a shoulder-exposing swimsuit, but her appeal was denied, and she went on to win gold in the 200-meter breaststroke. This incident highlights how swimwear design—ranging from bikini-style shoulder-revealing suits to one-piece and modern competition bikinis—has continually pushed the boundaries of water sports. Under the spirit of relentless innovation and performance pursuit, Speedo gradually established itself as the leading international swimwear brand.

In the 1990s, Pentland Group, originally founded in the 1930s as Liverpool Shoe Co., acquired Speedo International and Speedo Australia. To prepare for the postponed Tokyo Olympics, the company purchased Speedo North America from PVH Corp. for $170 million, integrating its global swimwear operations. These strategic acquisitions reflect Pentland Brands’ recognition of the long-term value of the swimwear market.

New Opportunities at the Olympic Moment

Speedo’s decision to move into Long Beach just before the Olympics is both an acknowledgment of the city’s new identity and an investment in its future. As the 2028 Games approach, Long Beach is rapidly consolidating its position as a global water sports hub. State-of-the-art infrastructure, international competition stages, and top-tier brands like Speedo will together create a vibrant water sports ecosystem.

For a brand with a century-long tradition of swimwear innovation, this move is more than just a geographic shift—it’s a strategic advance. On the world’s most watched sports stage, the Olympics, Speedo will showcase its leadership in swimwear design, technological innovation, and athlete support.