Arena launches new corporate identity focused on water instinct concept

24 JULY 2015

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, French, 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 Le Clos (Republic of South Africa) , Ruta Meilutytė (Lithuania) , 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.

Please click here to watch the video:


Since 1973, arena has created and marketed waterwear products for competitive swimmers and swimming fans worldwide, and is universally recognised as one of the premium brands of high quality swimwear and equipment. Over the last 40 years, arena has developed strong expertise in creating best in class products with particular focus on the pool segment, while also expanding into leisure and beach wear.

With its headquarters in Tolentino, Italy, today the arena brand has a presence in 116 countries around the globe. With direct representation through wholly-owned subsidiaries in Italy, France, Germany/Austria and the USA, the group also employs a network of 33 qualified business partners in 100 countries, while the Japan-based Descente Group owns and manages the brand in 11 countries of the Far East

arena’s ties to the world of sport, and swimming in particular, are reinforced through sponsoring activities at different levels, including governing bodies, national federations, athletes and clubs.

In an historic agreement signed in early 2014, arena became the principal sponsor and technical partner of the swimming world’s governing body, FINA (Fédération Internationale de Natation). In addition, arena is a long-time partner of LEN (Ligue Europeenne de Natation), and technical sponsor and official supplier to many swimming federations including the USA, Netherlands, Italy, Russia, Hungary, Poland, Sweden, Croatia, Norway, South Africa, Ukraine, Romania, Czech Republic and Estonia. For the first time in its history, arena was selected official supplier of the Team England Aquatics squad for the 2014 Commonwealth Games in Glasgow.


FutureBrand is the creative future company: a global brand and innovation consultancy, part of the Interpublic Group (NYSE:IPG). Through traditional branding skills and foresight, we help companies create the future for their brands and businesses.

Around the world, we combine strategic thinking and creative inspiration to help our clients create, build and manage brands. Whether branding a company, a product, a service or a country we believe that great results can only be achieved through a combination of inspiration and collaboration.

We work in over 20 markets around the world with clients including American Airlines, London 2012, Xstrata, Nestlé, Bentley and Nespresso.


Since 1976 Filmmaster Productions has been the market leader in advertising production. In almost 40 years it has produced more than 3,500 tv commercials, some of which are the most significant adverts of the last few decades, winning hundreds of national and international awards.

Filmmaster Productions has always been focusing on finding directors, nurturing new talents and experimenting with new languages. A roster comprised of experienced filmmakers who have been making the history of advertising and young talents who pave the way to the future of communications.

One of the key elements in Filmmaster Productions' success is its cooperation with some of the best Italian and international directors such as Federico Fellini, Spike Lee, Michael Haussman, Sam Bayer, Daniele Luchetti, Ferzan Ozpetek, Sergio Castellitto, David Lynch, Chris Cunningham and Tony Kaye, as well as the discovery of new talents who today are the feather in the cap of Italian cinema such as Alessandro D'Alatri, Daniele Luchetti, Renzo Martinelli, Dario Piana, Riccardo Milani, Ago Panini, Luca Lucini, Federico Brugia and Marco Gentile.

In 2009 Filmmaster Productions, with the Flora spot by Gucci, won a Gold and a Bronze Lion at the International Advertising Festival in Cannes. Filmmaster Productions won a total of 28 Lions at Cannes (8 Golden Lions); no other Italian production company ever achieved such a great result before.

In 2012 Filmmini, the division of Filmmaster Productions able to offer a flexible, agile and a cross-media model, is born. The main propose is to work to develop new audio video communication languages and new models of experience marketing

Filmmaster Productions has offices in Milan, Rome, Madrid and Berlin.,

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