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Arena Water Instinct: Process Innovation Built-in the Company DNA

  • Elena CedrolaEmail author
  • Ksenia Silchenko
  • Stefania Masè
Chapter
  • 733 Downloads
Part of the Palgrave Studies in Practice: Global Fashion Brand Management book series (PSP:GFBM)

Abstract

The second largest swimwear brand in the world, Arena was founded as a spin-off of Adidas, yet was subsequently purchased and managed by numerous investment funds. Maintaining the prime foundational focus on swimwear and swim equipment, the brand has since expanded into a rapidly growing market of sportswear. Though Arena is well known all over the world as a single brand, its ownership and management is split between two companies: an investment fund, Capvis (for 108 Western countries, from Europe to Middle East, to Americas), and a Japanese group, Descente (for 24 Asian markets). The two operate independently in terms of production and distribution in their respective markets and cooperate for product innovation and sports sponsorships. Having introduced the very first racing swimsuit made with carbon fibers, Arena can be considered a true trendsetter in product innovation. In addition, it has gained considerable expertise also in process innovation when it comes to organization, production, logistics, IT management, distribution, and corporate communication. Merging innovative spirit with strategic market-driven outlook, the brand boasts cutting-edge product lines all united by the notion of “water”—the foundational element for Arena’s consumers, stakeholders, partners, and brand ambassadors (i.e., professional athletes).

Keywords

Process innovation Swimwear Organizational innovation Sports marketing Innovation networks 

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Elena Cedrola
    • 1
    • 2
    Email author
  • Ksenia Silchenko
    • 3
  • Stefania Masè
    • 4
  1. 1.Department of Economics and LawUniversity of MacerataMacerataItaly
  2. 2.Segesta—Department of Economics and ManagementCatholic University of MilanMilanItaly
  3. 3.Department of Economics and Law & Department of Political Sciences, Communication and International RelationsUniversity of MacerataMacerataItaly
  4. 4.IPAG Business SchoolNiceFrance

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