News Article

Speedo Signs Up for Michael Phelps Promotion

Posted Fri, 15 Jul 2011 by James Newton

Yep, a story about swimming trunks. Slow day.

Yep, a story about swimming trunks. Slow day.

Free giveaway, perhaps?

Swimwear king Speedo and video games... an unlikely partnership at best. This is what Kinect is all about, though: making the previously impossible — or perhaps inadvisable — possible. That's the case with a new deal between Michael Phelps: Push the Limit publisher 505 Games and Speedo, anyway.

The promotional partnership means players will see plenty of Speedo advertising on caps, trunks and boards around the pool itself while swimming their way to victory in the only Kinect swimming game.

Anyone in Shanghai for the 14th FINA World Championships from July 16th to 30th can try the game out before its release in October this year.


Milton Keynes, UK – 15th July – 505 Games and Speedo today announce the inclusion of one of Michael Phelps’ international sponsors in the forthcoming Push the Limit game. Launching in October 2011, Michael Phelps: Push the Limit is a fun game for all ages that will get players off the couch, competing and having fun against each other and one of the world’s greatest athletes.

The Speedo brand will appear on all swimwear and caps in-game as well as touch pads within all of the pool environments. In Michael Phelps: Push the Limit, players strive to compete in the Annual Games which are held in the Speedo Stadium, a specially built in game environment fully branded by Speedo.

“Speedo is synonymous with swimming and the inclusion of the Speedo brand in-game brings further realism to the game. As one of Michael Phelps’ long standing partners, we are delighted to have them as part of this.” Commented Ian Howe, President, 505 Games, North America.

“Michael Phelps’ ‘Push The Limit’ takes the thrill of competitive swimming from the pool into the living room, giving even those who don’t swim regularly the chance to get involved and engage with the sport. I’m sure that individuals, friends and families worldwide will enjoy the challenge of taking on Michael Phelps, and we hope it may even inspire those who play the game to take to the pool for real!” said Sean Hastings, Vice President of Product and Marketing at Speedo International.

Michael Phelps: Push The Limit is exclusive to Kinect for Xbox 360 and uses its unique motion sensor technology, to allow players to use their movements to participate in game. Players can work their way through a career mode where they race Michael or have fun racing family or friends head to head.

Visitors and media at the 14th FINA World Championships in Shanghai (July 16th - 31st) will get the chance to preview the game at a special Speedo branded area at Shanghai’s Oriental Sports Center during the Championships ahead of its worldwide release.

Michael Phelps: Push the Limit is being developed by Blitz Games and published by 505 Games for release in October 2011. For more information on this title, please visit

Tags: Kinect, 505 Games, Promotions.

  • Michael Phelps - Push the Limit (Xbox 360)

Game Screenshots

User Comments


1. mastodona United States 15 Jul 2011, 23:45 BST

Speedo's or not I still can't even begin to imagine how this game could possibly can't swim standing up!


2. James United Kingdom 16 Jul 2011, 09:01 BST

Perhaps wearing Speedos will help? :D


3. ifell41 Netherlands 16 Jul 2011, 09:33 BST

This is where the "Kinect Adventures" rubber boat comes in handy; fill it with water and you are ready to go!


4. Gertmint United Kingdom 18 Jul 2011, 12:00 BST

I predict a rating of 5 if lucky...Another Kinect game that no one actually wants to play.

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