Wool by the pool
Iconic swimwear brand arena has brought to the Japanese market the first ever specially designed pre- and post-swim garments that include wool, enabling professionals and amateurs to remain comfortable before and after swimming.
Inspired by the innovative wool-rich beachwear collection launched by arena last year in collaboration with the Woolmark team in Italy (see the article in the September 2024 edition of Beyond the Bale), the iconic swimwear brand has developed and launched in Japan a brand new product category that utilises the performance benefits of Merino wool: a jacket and pants for poolside.
With a presence in more than 100 countries across the world, arena is a huge international swimwear company with growing sales. The company was created in 1973 by sports visionary Horst Dassler (son of the adidas founder Adi Dassler and nephew of Puma founder Rudolf Dassler), and has been famous throughout its history for its performance swimwear and sponsoring elite athletes from Mark Spitz to Shane Gould.
In Japan, the arena brand is operated by the Descente Japan Group and has a high degree of consumer recognition. The brand is positioned as a leading label for performance swimwear and is a sponsor of notable Japanese professional swimmers.
Wool-rich pre- and post-swim garments
200m short course world record holder and Olympic medallist Siobhán Bernadette Haughey from Hong Kong featured in arena’s marketing campaign for its new wool-rich pre- and post-swim garments in Japan.
Woolmark in Japan has provided in-kind support to arena in Japan to develop and launch the new poolside jacket and pants.
The products are Woolmark certified and are made in Descente’s factory in Japan from a wool blend fabric produced by Japan’s largest wool spinner and fabric manufacturer Nikke. Nikke was one of the first companies in the world, and the first ever Japanese company, to become a Woolmark licensee when the Woolmark licensing program was founded in 1964.
The inclusion of wool in the garments’ fabric provides a high degree moisture management enabling the swimmer to remain comfortable before their swim and after their swim when the potential for chilling is greatest. The wrinkle resistance and UV protection provided by the wool are additional benefits.
The arena garments have been specially made to fit the body shape of swimmers, allowing for easy movement during warm up and post-swim stretching. The top is tailored for swimmers’ large width across the shoulders making it easy for them to raise their arms. The pants have an easy-to-turn leg design.
Olympians feature in the marketing campaign
Japanese Olympian Tatsuya Murasa (above and top image) wearing his arena wool-rich garments at the Japan National Swimming Championships in March. Tatsuya qualified for next month’s World Aquatics Championship in Singapore.
The garments were commercially launched in April, but were showcased the previous month when they were worn by the top four Japanese athletes participating in the 2025 Japan National Swimming Championships.
The marketing campaign comprises a digital and social media promotion. There is a dedicated landing page on the arena website that includes information about the products’ features, the benefits and eco-credentials of wool, and the all-important links to the product pages at which customers can make a purchase.
A key part of the campaign is imagery and a video of two high profile swimmers wearing the garments: Japanese Tatsuya Murasa who competed at the Paris 2024 Olympics, and Hong Kong swimmer Siobhán Bernadette Haughey who is a medallist from the Tokyo 2020 and Paris 2024 Olympics and a world record holder.
“The decision by arena to include wool in the new poolside products is a reflection of both the versatility of the fibre and Woolmark’s growing relationship with the brand,” said AWI Regional Manager Japan & Korea, Samuel Cockedey.
“It is very pleasing to see that Merino wool’s exceptional natural properties are making it increasingly common in the new market of aquatic activities. Woolmark will continue explore new markets for Merino wool to increase demand for the fibre, which will benefit Australian woolgrowers.”
More information: store.descente.co.jp/arena/feature/arn_woolmark
This article appeared in the Winter 2025 edition of AWI’s Beyond the Bale magazine that was published in June 2025. Reproduction of the article is encouraged.
