“Planet Water. No Lanes” is a cultural and identity-driven statement. It’s an open invitation to anyone who shares an authentic connection with water — from Olympic athletes to swim enthusiasts, from open water swimmers to pool lovers — to feel part of a community that is free and inclusive.
No lanes. No divisions. No labels. No boundaries between who you are and how you experience water. Everyone’s journey in water is different — shaped by personal rhythms, places, and emotions. But 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.
“With Planet Water. No Lanes we wanted to capture the true essence of what swimming means to people around the world - says 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 grown to embrace the full diversity of those who love water in all its forms. From lakes to pools, rivers to oceans, everyone is free to experience water in their own way. There are no predefined lanes — no right or wrong way to belong. There is only water — and those who love it”.
The creative campaign was shot with featuring many athletes from the arena Elite Team, as well as brand ambassadors and fitness swimmers of various nationalities:
· David Popovici, Olympic Champion in 200m Freestyle
· Nicolò Martinenghi, Olympic Champion in 100 Breastroke
· Kyle Chalmers, Olympic Champion in 100m Freestyle
· Thomas Ceccon, Olympic Champion in 100m Backstroke
· Jessica Long, Paralympic Champion in 100m Butterfly, 100m e 400m Freestyle, 200m IM, 100m Breastroke
· Leonie Beck, World Champion in the 5km and 10km
· Alessandro Velotto, Italian National Water Polo Team (Settebello)
· Barbara Hernandez, Guinness World Record holder for 3.8km swim at 4.5°C
The campaign has launched across key markets—including Italy, France, Germany, and the USA . The media plan is developed on a fully digital basis and includes the dissemination of the brand video along with sponsored content across premium sports and lifestyle media and leading social media channels.
To complement the campaign, arena has launched a digital magazine titled “Planet Water – Life Beyond The Lane”, created for those who love the water, live swimming every day, dream of starting, or find in water an endless source of wellness and inspiration.
https://www.arenasport.com/planetwater
Official Hashtag: #PlanetWater #NoLanes
Official Hashtag: #PlanetWater #NoLanes
