Arena Releases #WaterInstinct Brand Manifesto


Global swimwear brand arena has launched a rebranding project to redefine its corporate identity based around its trademark water instinct concept. The main elements of the undertaking, which include restyling of the three-diamond logo along with reshaping the corporate identity, will be unveiled in 2016 in concert with the company’s build-up to the Olympic Games in Rio de Janeiro.


The first milestone in the initiative is the production of a brand manifesto video that will be showcased at multiple venues during the upcoming FINA World Aquatics Championships in Kazan, Russia, from 24 July – 9 August, 2015. The video, which features Olympic and World Champions Chad Le Clos of South Africa and Rūta Meilutytė of Lithuania, was produced in partnership with branding agency FutureBrand, who created the video concept, Filmmaster Productions, who produced it, and director Federico Brugia.


“Water is part of our DNA, you could say we live it and breathe it every day,” said arena CEO, Cristiano Portas. “Over the course of more than 40 years, we’ve built a brand that is known for its technological innovation, and created a product development process that integrates athletes to make sure we’re producing what our customers need and want. And we do it for all lovers of watersports – from the champion to the beginner and everyone in between. The last few years have seen arena climb to the highest point in its history, in all spheres – results on the world’s biggest stages, financial performance, product excellence, and collaboration with sport’s leading bodies and federations. We feel it’s now time to communicate this message to the world through our brand messaging, to consolidate and strengthen our standing at the pinnacle of aquatic sport, to reach all lovers of watersports and let them know we’re in it for them, for the long haul. You can call it commitment, desire, the drive to be the best, but at arena we know it by a simple phrase – water instinct.”


The video will be produced in four languages – Italian, Spanish, English and German – and three formats: 30 seconds, 60 seconds, and 1 minute 40 seconds. TV airings are scheduled during the World Championships in Kazan, after which it will play on social media channels during major aquatics events.


In the weeks leading up to Kazan, Arena’s Facebook channel will contain video interviews with a number of the brand’s champions on their personal water instinct concept, including Chad Le Clos, Ruta Meilutytė, Ranomi Kromowidjojo (Netherlands), Gregorio Paltrinieri (Italy), Cameron Van Der Burgh (South Africa) and Swedish diver Daniella Nero.


Arena outsourced the rebranding initiative to FutureBrand, a creative  company involved in global branding consultancy and innovation. A part of the Interpublic Group, FutureBrand combines traditional branding and the ability to imagine future scenarios in over 20 markets around the world, employing a mix of strategic thinking and creativity to help global enterprises build and manage their brands.


“When I first started working with Arena I was amazed by the passion and the dedication that motivates everybody in the company,” said Gianni Tozzi, FutureBrand’s Creative Director on the video project. “This is a brand that works really closely with its champions and deeply cares for them to become the best in the world, to realize their dreams and their full potential. At the same time, the same passion and effort is embedded at every level, on all disciplines that revolve around water sports. This is where we started when we decided to relaunch the concept of “water instinct”, and the film is the main touchpoint of this project. We wanted to portray the incredible bond that everybody holds with water, from kids, to amateur to the best in class champions, and how arena is truly part of this journey, animated by the same spirit and dedicated to innovation at every level.”


The video was produced by Filmmini, the unit able to offer a flexible, agile and a cross-media model of international award-winning Filmmaster Productions, the market leader in advertising production, and was directed by renowned music video and commercial director, Federico Brugia, working exclusively for Filmmaster Productions.


Swimming news courtesy of Arena Water Instinct.

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About Lauren Neidigh

Lauren Neidigh

Lauren Neidigh is a former NCAA swimmer at the University of Arizona (2013-2015) and the University of Florida (2011-2013). While her college swimming career left a bit to be desired, her Snapchat chin selfies and hot takes on Twitter do not disappoint. She's also a high school graduate of The …

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