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3rd Advent Special - 20% off all accessories | CODE: ADVENT3


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arena – This Is Water Instinct

The arena brand was founded in 1973 by Horst Dassler – the son of adidas founder Adolf Dassler. Based in Tolentino, Italy, arena designs and manufactures high-performance swimwear and equipment. From the time Dassler started his venture, arena has had one goal: to strengthen and promote aquatic sports. By working with scientists and athletes for inspiration, they’ve consistently provided products that match and exceed their expectations.

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Arena swimwear online

Dive into the pool in style and comfort with’s range of Arena swimwear for men and women, including swimsuits, men’s shorts and trunks, swimming caps and more. Arena’s collection is designed to streamline the body and help improve your performance. Whether you are going for a leisurely dip or training for a competition, discover the latest styles that can help you reach your fitness goals.

Arena swimwear

Arena’s history in competitive swimwear

Established in 1973, Arena is one of the world’s best-known swimwear and water sports apparel brands. The brand was founded by Horst Dassler, the son of the Adidas founder. During the Munich Summer Games in 1972, he was inspired to start the Arena swimwear brand after witnessing the first athlete win 7 golds in one Olympiad, while setting new world records. Dassler could see an opening for a company that only focused on producing high-quality swimwear. One year later, Arena launched its first line of swimwear known as Skinfit, which was the first swimsuit to use ultra-light fabric and act as a streamlined second skin to the swimmer’s body. These designs were extremely successful, with Australian swimmer Shane Gould going on to win several Olympic medals wearing Arena swimwear. A sponsorship deal followed, and by 1976, the Arena Elite Team was competing at the Montreal Olympic Games. The team was made up of swimming greats including Mark Spitz, Steve Furniss, David Wilke and Maxine “Miki” King, Novella Calligaris, Shirley Babashoff, Ga