Arena has launched a new global campaign, “Planet Water. No Lanes,” to celebrate swimming as a universal and inclusive community – from elite athletes to everyday water enthusiasts.
Arena’s brand campaign is a cultural and identity-driven initiative that celebrates the diversity of the global swimming community. The campaign positions swimming not just as a sport, but as a way of life — open, free, and inclusive.
“’Planet Water. No Lanes’ is a statement about unity through water”, explained Kamila Pilwein, Director of Consumer and Trade Marketing at Arena. “We wanted to capture the true essence of what swimming means to people around the world. This campaign celebrates the many ways people connect with water while reinforcing Arena’s role as a brand that unites swimmers, athletes, and water lovers globally.”
The Arena campaign is digital-first and globally launched
The campaign features a diverse line up of arena Elite Team athletes, brand ambassadors, and recreational swimmers – including David Popovici, Nicolò Martinenghi, Kyle Chalmers, Thomas Ceccon, Jessica Long, Leonie Beck, Alessandro Velotto and Barbara Hernandez, each representing a different expression of life in and around water.
Launched simultaneously across Italy, France, Germany, and the United States, the digital-first campaign includes branded videos and content across premium sports and lifestyle outlets as well as social media. Complementing the launch, arena has also introduced “Planet Water – Life Beyond the Lane”, a new digital magazine designed for everyone who finds inspiration, wellness, and community in water.
Founded in 1973, Arena has long stood for innovation, performance, and collaboration with world-class athletes. With Planet Water, the company expands that legacy – inviting swimmers everywhere to redefine what belonging in the water truly means.
