USA Swimming Teams Up With Disney-Pixar’s “Finding Dory” For “Just Keep Swimming” Marketing Campaign

Photo Courtesy: USA Swimming

COLORADO SPRINGS, Colo. – Combining the timing of the theatrical release of “Finding Dory” with the biggest swimming summer in four years, USA Swimming is joining forces with Disney and Pixar to encourage families around the country to not only find Dory, but to find a swim team through the SwimToday program.

The collaboration will be the centerpiece of the SwimToday campaign’s first phase, where 10 industry partners band together to show non-swimmers and their parents why swimming is the#FunnestSport and provide an invitation to join in.

“As everyone knows, Dory’s best advice to those in a tough spot is to, ‘Just keep swimming,’ making a partnership with USA Swimming ideal for ‘Finding Dory’,” said Producer of “Finding Dory” Lindsey Collins.  “We are all truly honored that the organization has made this relationship possible, and we wish them much luck at the Olympics this summer.”

A “Finding Dory” ad will be in the commemorative Olympic preview edition of Splash Magazine that is delivered to nearly 300,000 USA Swimming member homes. Other elements include an advanced screening of “Finding Dory” for U.S. National Team members in conjunction with the Arena Pro Swim Series in Santa Clara, cross promotion on Disney, Swim Today and USA Swimming social media channels and group sales opportunities for USA Swimming teams and SwimToday partners.

“Dory and SwimToday have one important key message in common – we want everyone to ‘Just keep swimming’, but more importantly we want moviegoers to join a swim team,” said USA Swimming’s Chief Marketing Officer Matt Farrell. “’Finding Dory’ will be instrumental in our SwimToday marketing to invite non-swimmers to be a part of the funnest sport and be more like Dory, Nemo and friends.”

USA Swimming will collaborate with Disney to send SwimToday kits, including materials on the benefits of swimming and the “Finding Dory” movie, to the 3,000 USA Swimming registered teams. The kits will include Disney, SwimToday and co-branded items, such as posters and informational materials. Also as part of this alliance, will feature a Dory-themed landing page from mid-May leading up to the June 17 opening of “Finding Dory.”

Finding Dory” is a 3-D animated movie that reunites the friendly-but-forgetful blue tang fish from “Finding Nemo” with Marlin and Nemo for an all-new adventure about the power of friendship and family.

Watch the Finding Dory trailer.

SwimToday is endorsed and supported by 11 leading swimming industry partners, including Arena, Speedo USA, TYR, USA Swimming, Colle+McVoy, Counsilman-Hunsaker, National Swimming Pool Foundation, Swimming World Magazine, TeamUnify and USA Swimming Foundation. The “Funnest Sport” campaign will also address common misconceptions about the sport, encouraging more parents to consider swimming as a youth sport option for their children.

“Finding Nemo” won the 2003 Academy Award® for Best Animated Feature; the film was nominated for three additional Oscars® (Best Writing, Original Screenplay; Best Music, Original Score; Best Sound Editing). It was also nominated for a Golden Globe® Award for Best Motion Picture–Comedy or Musical. In 2008, the American Film Institute named Finding Nemo among the top 10 greatest animated films ever made. At the time of its release, Finding Nemo was the highest grossing G-rated movie of all time. The film has more than 16 million Likes on Facebook, and Dory – with more than 25 million – is the most Liked individual character from a Disney or Disney/Pixar film.

About USA Swimming

As the National Governing Body for the sport of swimming in the United States, USA Swimming is a 400,000-member service organization that promotes the culture of swimming by creating opportunities for swimmers and coaches of all backgrounds to participate and advance in the sport through clubs, events and education. Our membership is comprised of swimmers from the age group level to the Olympic Team, as well as coaches and volunteers. USA Swimming is responsible for selecting and training teams for international competition including the Olympic Games, and strives to serve the sport through its core objectives: Build the base, Promote the sport, Achieve competitive success. For more information, visit

About “Finding Dory”

Disney•Pixar’s “Finding Dory” welcomes back to the big screen everyone’s favorite forgetful blue tang Dory (voice of Ellen DeGeneres), who’s living happily in the reef with Marlin (voice of Albert Brooks) and Nemo (voice of Hayden Rolence). When Dory suddenly remembers that she has a family out there who may be looking for her, the trio takes off on a life-changing adventure across the ocean to California’s prestigious Marine Life Institute, a rehabilitation center and aquarium. In an effort to find her mom (voice of Diane Keaton) and dad (voice of Eugene Levy), Dory enlists the help of three of the MLI’s most intriguing residents: Hank (voice of Ed O’Neill), a cantankerous octopus who frequently gives employees the slip; Bailey (voice of Ty Burrell), a beluga whale who is convinced his biological sonar skills are on the fritz; and Destiny (voice of Kaitlin Olson), a nearsighted whale shark. Deftly navigating the complex inner workings of the MLI, Dory and her friends discover the magic within their flaws, friendships and family. Directed by Andrew Stanton (“Finding Nemo,” “WALL•E”), co-directed by Angus MacLane (“Toy Story OF TERROR!”), and produced by Lindsey Collins (co-producer “WALL•E”), Disney•Pixar’s  “Finding Dory” swims into theaters June 17, 2016. For more information, like us on Facebook,, and follow us on Twitter, and Instagram,

About SwimToday

SwimToday is a first-of-its-kind marketing collaboration within the swimming industry. It is a joint, industry effort created to promote and grow participation in the sport of swimming. The campaign is led by USA Swimming, Arena USA, Speedo USA and TYR Sport, with additional support from the following aquatic organizations: National Swimming Pool Foundation, Swimming World magazine, TeamUnify, Counsilman-Hunsaker and USA Swimming Foundation. Creative support is provided by Colle+McVoy, a Minneapolis-based advertising agency.

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7 years ago

Coming soon, soon, soon! Can’t wait! 🙂