Home / Knowledge / News / Apparel/Garments / Arena's fully-fledged re-entry into American market
Arena's fully-fledged re-entry into American market
09
May '11
Operating under the umbrella of Gathering Storm holding company, Arena Swim USA has held the exclusive distribution, sales, marketing and merchandising rights for Arena products since its entry into the US market some 16 months ago. Such has been the success of the campaign to grow Arena's presence in the world's largest swimming market under the leadership of Tim McCool, that the Group's CEO Cristiano Portas decided to accelerate the process by re-establishing the business unit, with McCool at the reins as Vice President.

The commercial and sales teams that participated in the re-launch campaign, along with the entire sales force of Arena Swim USA, have already been transferred to the new business unit.

While the new Arena business unit signals its direct re-entry into the American market in a formal way, the company already has strong existing ties to swimming in the US through its sponsorship agreements with numerous world-ranked swimmers, universities, and coaching associations. Today these include world champions and record holders Rebecca Soni, Eric Shanteau and Aaron Peirsol (recently retired), the recently-crowned NCAA Men's swimming champions University of California Berkeley, the men's and women's teams of Auburn University and SwimAmerica Program run through the American Swimming Coaches Association (ASCA).

These ties go back almost four decades, when Arena was founded by Horst Dassler in 1973. He started the beginnings of the Arena Elite team, in which the world's top swimmers collaborated with the Arena Research and Development team to create the world's most technologically advanced swimsuits of the time. And it was a fruitful relationship – at the 1976 Montreal Olympics, members of the Arena Elite Team won 44 medals, and over 50% of the men's finals contestants wore Arena suits in their events.

Subsequent members of the Arena Elite Team included numerous American world record holders, world champions, and Olympians. In addition, Arena was the official technical sponsor to the American national swimming team in 1977, and the official sponsor to the Canadian national swimming team at the 1980 Moscow Olympics.

“We are very excited to re-establish a fully-fledged, direct presence in the United States,” said Arena CEO, Cristiano Portas. “Our success with Arena Swim USA has encouraged us to accelerate the process of growing the Arena brand further in the USA as the 2012 London Olympics draws nearer. This is a natural move for Arena since our American 'roots' in fact date back to the company's founding in 1973, and we have been consistently been involved in American swimming through champions such as Matt Biondi and NCAA titleholders University of California Berkeley.

“It is therefore fitting that we acknowledge the debt we owe American swimming by empowering Arena North America to be even more effective and efficient in running our US business. We look forward to a future of promise in the world's largest swimming market, with a firm belief that all those involved in swimming at all levels in the USA will be able to benefit from our long-standing focus on quality, technological superiority, and commitment to continuous improvement and innovation.”


Must ReadView All

Ethiopia’s Kombolcha Industrial Park attracts foreign firms

Apparel/Garments | On 15th Dec 2017

Ethiopia’s Kombolcha Industrial Park attracts foreign firms

Strategic location, modern factory facilities and proximity to the...

Courtesy: 2XU

Apparel/Garments | On 15th Dec 2017

L Catterton Asia announces JV of GXG and 2XU

L Catterton Asia, the Asian unit of the largest and most global...

15 trade associations urge nations to safeguard WTO system

Apparel/Garments | On 15th Dec 2017

15 trade associations urge nations to safeguard WTO system

Fifteen trade and industry associations from across the world have...

Interviews View All

Priyanka
Studio Priyanka Rajiv

‘To reinvent the age-old tradition of embroidery to suit demographics and...

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

C Kamatchisundaram
Voltas

ITME is an occasion not only to receive new leads but also to work on...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Amiben Shroff
Shrujan

From its modest beginning in the late 1960s, Shrujan has grown into a...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.6%
No
12.0%
Skip
18.5%

Total Votes: 92

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.0%
No
30.4%
Skip
7.6%

Total Votes: 92

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.0%
No
9.8%
Skip
3.3%

Total Votes: 92

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.5%
No
8.7%
Skip
9.8%

Total Votes: 92


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search