The announcement comes at an exciting time for Tancock, recently been identified by British Swimming and UK Sport as a potential medallist at the 2016 Olympic Games in Rio de Janeiro.

The four-time Commonwealth Games gold medallist represented Great Britain at Beijing 2008 and London 2012, and has also competed at all major international meets, including the International Swimming Federation (FINA) World Championships.

Tancock won 100 metres backstroke gold at the 2008 Short Course World Championships in Manchester and topped the 50m backstroke podium at the Long Course World Championships in Rome the following year, setting the current world record time of 24.04sec in the final.

His third and most recent world title came at the 2011 Long Course Championships in Shanghai, where he successfully defended his 50m backstroke crown.

British-based Swimzi provides custom designed club kit and leisurewear to pool, open water swimmers and triathletes across the world.

"I am very excited and proud to announce that I will be joining the Swimzi team," said Tancock, considered British swimming’s most experienced and longest-standing current athlete.

"I hope to bring a different aspect to an already world class group.

"Having been involved in competitive sport for the majority of my life, I have gained a vast amount of sporting knowledge that I am keen to bring into the business world.

"As an elite athlete I know how important it is to look the part when representing both club and country."

Swimzi are recognised mainly for their onesie, simply named Swimzi, but their ever-growing range also includes team wear and the addition of a new, technical jacket - the XK - which is designed for performance, open water swimmers and triathletes.

"Both the iconic Swimzi and technical XK are brilliant pieces of kit and, the brands custom designed deck uniforms deliver a whole new meaning to team identity," added Tancock, who is due to compete at the British Olympic trials in Glasgow's Tollcross International Swimming Centre from April 12 to 17.  

"Years of race experience have taught me how important it is to have a competitive edge.

"For both teams and individuals creating a visual presence at meets instils a sense of confidence, self-belief and seriously enhances your race face.

"To me the worldwide swimming community is currently missing out on a fashion brand solely dedicated to our sport.

"I believe that Swimzi can fill that void by offering contemporary designs with an edge and I am truly excited about being part of this vision.

"Utilising my drive to succeed and passion for all things sporting, I plan to help grow and develop the Swimzi brand on a global stage.

"This is a really exciting time, especially with an Olympic games fast approaching.

"I can’t wait to walk out at the British Olympic trials in my Swimzi kit looking and feeling great.

"Being part of Team Swimzi will give me the opportunity to meet and inspire the next generation of up and coming champions."

Tancock, 30, won the first of his four Commonwealth Games gold medals by triumphing at Melbourne 2006 in the 100m backstroke.

Top honours in the 50m and 100m backstroke followed at Delhi 2010, while four years later at Glasgow 2014, Tancock was part of England’s successful 4x100m medley team which set a Games record time of 3min 31.51sec in the final.

"To us, Liam represents the very essence of British swimming," read a statement from Swimzi.

"His infectious pride and passion for the sport are not only admired by the public, but have also driven him to become the successful athlete he is today.

"With such dedication to the swimming world, Liam is the logical next addition to the Swimzi team.

"We are proud to be able to say, welcome to the Swimzi revolution, Liam."