ARENA’S 50th ANNIVERSARY:

In 1972, Horst Dassler watched poolside as Mark Spitz claimed an historic 7 gold medals at the Munich Olympics. Son of adidas founder and then-President of adidas France, the intuitive Dassler foresaw a great opportunity, and a year later he founded arena.

Since then, arena has become synonymous with quality watersports apparel, and over time has become the brand leader in waterwear for professional swimmers and swimming enthusiasts. Triumphs, challenges, changes and renewals through the years have turned the brand into what it is today. This year arena celebrates 50 years in business on a global scale, not only in the pool segment but also in leisure and beachwear. To mark the occasion, the Spring/Summer 2023 range features the 50th Anniversary limited edition collection, commemorating its roots while still maintaining a focus on innovation and an eye to the future.

Designed around a reinterpretation of the company’s first 3-diamond logo in orange, the arena 50th Anniversary collection draws on trends from the 80s and 90s to create a new-generation feel through modern fabrics and designs, using geometry, contrast, fusion, and accents to express itself.

The combination of black & gold celebrates the brand with a touch of elegance, while the original diamond design of the logo is renewed through symbols representing arena’s intrinsic values: passion, authenticity, responsibility, innovation, and a true love for watersports.

The collection is available in a full range of products for him and for her: from Swimwear to Apparel and Equipment, all inspired by iconic arena designs for a trip into the past portrayed in contemporary style.

The women's range features the iconic Superfly Back and arena One, whose MaxLife Eco has high percentages of recycled fabric obtained from PET bottles. There’s also an original, the Diamond back, in shiny fabric with recycled polyester lining, whose diamond-shaped crossed straps on the back provide maximum freedom of movement.

The men’s traditional Low Waist Short and Brief models are also made with MaxLife Eco in a mix of gold, black and orange.

Modern cuts evoke the brand’s origins in print and colour for beachwear swimsuits. For woman, there’s the bikini in gold or black, and the One in all over print with bralette, while for men the line comprises solid-colour boxers and two bermuda shorts with a print that plays with diamond stripes on the sides.

Also among the men's range is the new arena Evo, a boxer in 4-way stretch fabric; it’s comfortable, somewhat elastic, and uses an original printing technique, Miracle Print: once wet, the fabric magically reveals the geometry of the diamonds in an all-over print against the suit’s black background.

Over the years, arena’s Apparel lines have featured sportswear and clothing not only for swimmers, but also for sports lovers, progressively reflecting the dictates of a modern lifestyle.

arena 50th Anniversary collection continues this trend, with the timeless unisex Relax IV team tracksuit – an inclusion in every release from the first – this year revisited through an all-over print with stripes on the sides in black and orange diamonds.

For men, there are: two t-shirt models with a line of three diamonds in two different colours; a tank top and bermuda total look in breathable mesh and reversible versions; a light, sporty jacket with a windproofing effect, in polyester with front zip, side pockets and breathable mesh lining; and leisurewear Cargo Pants.

For women, there are two total looks with a super-cool street flavor. First, the Crop Hooded Jacket with zip and hood features a mesh lining, extra-light polyester coating, and is cut above the waist, while the matching Pants use the same print. Second, the Pants and Jacket look is also perfect for different occasions, its shiny, crinkled polyester fabric giving it a translucent effect.

An array of accessories in black&gold completes the 50th Anniversary collection: soft silicone caps; Powerfin Pro II fins, a limited edition with short blade and lateral grooves for those who want to intensify their pool training; Fastpack 3.0 backpack designed for optimal space management, with large main compartment, bottom section for shoes and wet clothes, front pockets, hook with carabiner for hanging; and the Anniversary Slide 50th sandals, comfortable and versatile for every occasion.

The arena 50th Anniversary limited edition collection will be available on the arena web store starting March 10th at the following link:

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