It's hard not to notice an influx of attention-grabbing looks taking to the block at the U.S. Swim Trials. Competitors are adding more color to the mix.

Speedo, which has a satellite store set up at CenturyLink Center's Aqua Zone, reports the athletic gear is part of a growing trend.

"Athletes are just loving to show up in bright colors, really show off their summer tans as they hop in the water,” said Speedo’s Director of Performance Kate Wilton. “Really just the shock factor as they walk on the pool decks, so we're seeing boys in pink briefs and the girls just showing off as many colors as possible."

In addition to the brightly colored styles on the racks, Wilton said their "Team Speedo" collection, developed by three of the biggest names in the sport, is a big hit among Swim Trials fans.

Michael Phelps' gear comes in the iconic Olympian colors of red, white and blue. Natalie Coughlin’s line centers around blacks, whites and gold to matcher her “golden girl” status in the sport. And Ryan Lochte’s designs are mainly bold green with pops of yellow.

To view the designs or order gear, visit SpeedoUSA.com.