arena Launches “Planet Water. No Lanes” ...Middle East

By SwimSwam Partner Content on SwimSwam

Courtesy of arena, a SwimSwam partner.

PORTLAND, Ore. (October 2025) — arena, the global leader in competitive and fitness swimwear, has launched its newest campaign, Planet Water. No Lanes. — a powerful celebration of the swimming community and the deep human connection to water.

The campaign invites everyone who feels at home in water—Olympic athletes, open-water adventurers, and casual swimmers alike—to be part of a movement that breaks down boundaries and celebrates individuality in the sport.

“No lanes. No divisions. No labels,” the campaign declares. The global movement underscores that there are no boundaries between identity and the way people experience water. Every journey in water is unique — shaped by personal rhythms, places, and emotions. Yet the passion is the same. The connection is real. The community is one. Water is not just a sport — it’s a way of life.

A Movement That Connects People Through Water

“With Planet Water. No Lanes, we wanted to capture the true essence of what swimming means to people around the world,” said Kamila Pilwein, Director of Consumer and Trade Marketing at arena. “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. Planet Water is a place without barriers – a space where everyone can feel at home.”

Since its founding in 1973, arena has championed the diversity and passion of the global swim community—from pools to oceans, lakes to rivers. There are no predefined lanes – no right or wrong way to belong. The brand continues to stand for inclusion, freedom, and the universal love of movement in water.

Featuring the World’s Best Swimmers

The creative campaign features a dynamic cast of athletes from the arena Elite Team, and brand ambassadors and fitness swimmers of various nationalities:

The campaign is rolling out across key global markets, including the U.S., Italy, France, and Germany with a fully digital media plan spanning premium sports and lifestyle outlets and social media channels.

To complement the launch, arena has introduced a new online magazine called Planet Water-Life Beyond the Lane, designed for those who live, dream and find inspiration in water. The magazine spotlights personal stories, wellness and the transformative power of swimming.

For more information, please visit  www.arenasport.com/planetwater

Official Hashtags: #PlanetWater #NoLanes

About arena

Since 1973, arena has revolutionized the world of water sports through intense collaboration with world-class athletes and the development of cutting-edge competition swimsuits. Today, this spirit of collaboration and innovation lives on through the continuous development of advanced materials and Italian design that improves the performance, style and expression of all those who choose arena. From racing in the swimming lanes to living in style, arena is dedicated to providing all swimmers with the tools they need to express themselves, feel confident, win and achieve more.

For more info: www.arenasport.com/en_us/

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