In a model of Speedo Age 91

SpeedoUSA Jürgen Schmidt

Most models swimsuits have their expiry date at the time they reach voting age has passed, but at 91, Jürgen Schmidt has just begun.

A framework for retirement and life float, Schmidt is one of the top athletes in a new commercial for Speedo swimwear manufacturer.

The small producers are small shirt more often bathes in Olympic champion chose Schmidt and some other senior swimmers are in the new advertising campaign. At 58, the body surfers and a 63-channel swimmer also appearances in the series of videos called "driven by water."

But they are only getting tadpoles Schmidt, still nothing one mile almost every day near his home in Huntington Beach, California. He hit the pool at 5:00 slower swimmers to avoid what he called "floating noodles."

Also regularly swim between competitions. His team recently on the free speed record in the A category, shaving almost a minute of the last hour.

Their motto is safe, would inspire a swimmer in every age. "No fear of going in the water"

Schmidt wore Speedos for about 40 years. And, according to the company, is the point. "Every four years, they want to see in the Olympics with many medals" Speedo North America President Jim Gerson says USAToday.com . "But Speedo is a round that brand."

Schmidt is opposed to more than one. The demand for older models, though not necessarily swimsuit models.

American dealer wake up to the fact that half dollar US consumers by members of the baby boom generation and output older, according to a study conducted by The Nielsen Company for creative services company BoomAger. People are born before 1965, next to the largest segment of consumers in the United States and spent $ 7 billion this year alone on online purchases.

, Only about five percent of income spent on advertising, however, the marketing is explicitly designed to reach this market share. Much of the publicity continues the tradition of "I've fallen and I-not-get-up".

Marketers are beginning to understand that this traditional approach may actually for the public it serves can be repellant. Older consumers healthier, more active and engaged than their counterparts in previous generations. And, given the increase in life expectancy, nowhere will not soon.

Forbes says AARP as a model for modern marketers. The organization has a million "Likes" on Facebook.

But for brands such as Speedo, which is to achieve the widest possible market. Finally, there is only one Michael Phelps.