Janet Evans, who continued her comeback attempt this past weekend at the Austin Grand Prix, has signed a suit sponsorship with Arena, according to the company.
Arena has been making big plays to move back into the American market in the past two years, though thus far they’ve failed (empirically) make much of a dent the market share of leaders Speedo and TYR.
Evans, much like Dara Torres did before her, seems to be trying to position herself from a marketing stand as a hero for the 40-somethings, taking on the mantra that often quadraginerians can do things “as well, or better, than those half their age”. If anything, Evans’ signing with Arena should help their visibility among the Masters swimming crowd.
That is, unless she does qualify for the Olympic Team (though she’s got some huge roadblocks to get around in her preferred 800 to do so). That will put a ton of focus on Evans (who had a large mainstream following, in addition to the hardcore fans, in her prime) and therefore on the Arena brand.
Other big Arena-sponsored atheltes in the United States include
I am a huge fan of Janet Evan´s. Like Thorpe, I wish she had started training at least a year earlier. But, if anyone can do, Thorpe and Evans are the best to do it!