Back in 1973 Arena began designing and selling swimwear suitable for competition and keen swimmers, and since then the brand has continued to develop its swimwear specifically for the swimming pool. Arena is an authentic sports brand, and its aim is to be the first choice of swimming champions and millions of water sports enthusiasts all over the world. Arena's mission statement strengthens the self-confidence that Arena has in the development and production of its product lines and the way in which it positions itself in the market. Today, the brand is available in no fewer than 80 countries throughout the world, where various sponsorship activities are undertaken.

Arena is, for example, the technical sponsor for and supplier to many swimming federations, including the Royal Dutch Swimming Federation (Koninklijke Nederlandse Zwembond) and a number of top athletes in the Benelux, including Ranomi Kromowidjojo, Inge Dekker, Sharon van Rouwendaal, Moniek Nijhuis, Sebastiaan Verschuren and Ferry Weertman. For Belgium it's Fanny LeCluyse, Emmanuel VanLuchene and Jonas Coreelman.