S&X oversees preview of Phelps videogame in China

BIRMINGHAM marcom agency S&X is overseeing the world exclusive preview of a new videogame starring the world’s most successful swimmer, Michael Phelps.

The agency is currently working with swimming brand Speedo – which sponsors Phelps – during the 14th FINA World Championships in Shanghai.

Visitors to the championships are getting the opportunity to compete virtually against Phelps in previews of a new swimming game, Push the Limit.

Developed in conjunction with Michael Phelps, the game, which features Kinect for Xbox 360® technology, provides gamers with a virtual swimming experience.

Speedo has teamed up with the game’s publisher, 505 Games, and developer Blitz Game Studios, to provide authentic finishing touches to the game’s overall look, with Speedo swimcaps for characters, Speedo logos on pool touchpads, and a themed game environment called ‘Speedo Stadium’.

Jewellery Quarter based S&X is working with the swimwear manufacturer for the duration of the 16-day championships. It is acting in its capacity as Speedo’s International PR agency and to support the project, senior account director Jo Green has travelled to China as part of Speedo’s team.
As well as overseeing experiential activity in Shanghai, S&X is also operating on the ground at the Oriental Sports Center, following the progress of Speedo sponsored athletes and teams and compiling written reports, photographs and video content to distribute to the company’s markets around the world.

Ms Green said: “The FINA World Championships is the most significant dedicated event in aquatics sports, and the action has been hugely exciting.

“The unveiling of ‘Push The Limit’ has really helped to build excitement about the likes of Michael Phelps taking to the pool.”