July 1, 2002. Arena North America has launched a new advertising campaign introducing the tag line, Water Instinct. “This new tag line, developed by Arena in Italy, will now be used in all markets where Arena does business around the world,” stated Mauro Borsellino, marketing director for Arena International. “Water Instinct will be communicated through print and television thus creating a consistent brand message worldwide.”
Within the United States, Arena has launched the new campaign through print in Swim and Swimming World magazines. A new television spot, featuring a swimmer playing a game of fetch with a shark is currently running on the Arena North American web site (www.teamarena.com).
“Water Instinct is about being one with the water. It is that drive or call to the water that gets swimmers up before the sun and in the pool before most people are even out of bed,” says Bill Bettencourt, President of Arena North America. “We believe that this new campaign will speak directly to the psyche of swimmers.”
The new print ad depicts a street scene in front of an office building. A young man standing in front of a window sees his reflection wearing an Arena full body suit. The copy speaks to the swimmer, giving definition to the line Water Instinct.
Arena International is a leading manufacture of athletic performance apparel and equipment with a strong heritage in aquatic sports. Many of the world’s top athletes choose to compete in Arena technical products. The distributor for Canada and the United States, Arena North America, LLC, can be contacted through its website at www.teamarena.com or call the company toll free at 1-877-88-ARENA (27362).