Arena releases its brand-new, global print campaign featuring a "Dream Team" of 11 top swimming aces

Tolentino, July 28, 2010. Arena, one of the reference brands in the sports waterwear market, announces the launch of its new global advertising campaign, which will be aired for the first time during the next European Swimming Championships, to be held in Budapest at the beginning of August.

The new print campaign was created in collaboration with the international advertising agency Young & Rubicam (www.yr.com), who entrusted the production to Joan Garrigosa (www.garrigosastudio.com), a highly-rated Spanish photographer, whose extraordinary portfolio already boasts many international recognitions.

For the first time in the history of Arena, the choice was made to feature in the same advertising campaign a selection of 11 world-class swimming champions of different nationalities. This veritable Dream Team saw passing before Garrigosa’s camera lens the likes of the Brazilian Cesar Cielo, Olympic and world 50m freestyle champion and world 100m freestyle champion, the German Paul Biedermann, world champion in the 200m and 400m freestyle, the Frenchman Alain Bernard, Olympic 100m freestyle champion, the Americans Aaron Peirsol, many times Olympic and world champion at 100 and 200m backstroke, Rebecca Soni, Olympic 200m breaststroke champion and world champion in the 100m breaststroke and Eric Shanteau, world silver medal in the 200m breaststroke, the Dane Lotte Friis, world champion at 800m freestyle, the Swede Therese Alshammar, world silver medal in the 50m freestyle, the young British sprinter Francesca Halsall, Olympic champion in the 100m freestyle, the Tunisian Oussama Mellouli, Olympic 1500m freestyle champion and the Serb Milorad Cavic, world and European 50m butterfly champion.

“The new advertising –  explains Giuseppe Musciacchio, Arena marketing director – is a real celebration of our Champions, their talent, their victories, but also, and above all, of their being people of great value, in love with sport and willing to make incredible sacrifices to make their dreams come true.
The campaign also fulfills the objective of communicating Arena’s fundamental values and principles as a best-in-class swimming brand, its authenticity and its will to be a point of reference for all swimming enthusiasts throughout the world.”

“The aim of the new Arena campaign is to highlight the key brand values using a warm and emotional feel – added Vicky Gitto creative director of Y&R Italy – So not only technological excellence of the swimming products, and in particular for racing use, but an attempt to emphasize the everyday relationship that links swimmers to the brand, an integral part of their daily “world”, in a context of hard-hitting emotion. The hero-athlete is shown in the pool, where he describes his relationship with water and with training. A constant and daily commitment that finds in Arena the perfect partner in the quest for performance.”

The new Arena campaign was shot in June, at the covered Olympic pool of the beautiful Natació Sabadell centre in Barcelona, before the fascinated eyes of hundreds of young Spanish swimmers, who obviously seized the chance to get an autograph from their heroes.

The campaign is planned to reach an international readership in dailies and other periodicals, not only sports-oriented, over the course of the coming months and will be exploited in various formats for use above and below the line as well as on the web.