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Translating technical benefits into consumer propositions
The first suit developed by Innovia’s collaboration with arena, the Powerskin X-Glide, dominated the 2009 World Championships. arena swimmers won more gold medals, and broke more world records than ever before. Since then, our partnership has continued.
For the 2012 London Olympics, arena launched the Powerskin Carbon-Pro. In our work on this next-generation suit, Innovia identified actionable technical benefits and translated them into compelling consumer propositions. We showed arena how to achieve the benefits and advised on how to communicate them to consumers, culminating in an Innovia consultant explaining the suit’s technical features in the launch video.
The Powerskin Carbon-Pro includes a next-generation compression technology that can provide improved support where needed, without detracting from the swimmer’s mobility. 34% of swimming medal winners were wearing the suit at the 2012 Olympic Games.
The design of their swimsuit affects a swimmer's performance. Innovia helped develop the record-breaking Powerskin X-Glide…
Athletes need to understand the benefits conferred by sportswear before they switch. Innovia helped define the core principles of Arena’s new swimsuit…