USAAS Launches New Partnership with TRESemme
by Alyssa Jacobs, USA Artistic Swimming
USA Artistic Swimming is proud to announce a new partnership with global haircare and styling brand TRESemmé. For the partnership, the senior national team worked with world renowned chorographer Parris Goebel to create an underwater film highlighting fluid hair and the capabilities of TRESemmé’s new product line Pro Infusion. In the film titled “Fluid,” directed by Agostina Gálvez, the aquatic dance flaunts the fluid movement of the swimmers’ hair underwater, which was treated with the new TRESemmé Pro Infusion products. The athletes also used the Pro Infusion collection to achieve the high shine styles worn out of the water for the creation of the campaign.
"The fluid movements of the hair in this film showcase the beauty of strong, nourished strands that the new Pro Infusion products provide, as well as the freeing feeling that women experience when expressing their authentic selves and personal style," said Jessica Grigoriou, Head of Beauty Marketing and Salon & Masstige Hair Portfolio Director at Unilever NA. "We are honored to be partnering with the extremely talented Parris Goebel and the USA Olympic Artistic Swimming Team to demonstrate the beauty of fluid hair. Through the inspiring underwater routine, combined with our new Pro Infusion products, TRESemmé is empowering women to feel free and let their hair shine."
TRESemmé has embarked on a two-year partnership with USA Artistic Swimming, and is excited to support the team’s training, competition schedule and pursuit of qualification for the 2024 Summer Olympics in Paris.
“TRESemmé is an iconic brand in the industry and to be associated with them through the video project, product launch and overall partnership elevates the status of what we do. We are honored that TRESemmé chose our team and are excited about the visibility this joint venture will bring to our sport and our athletes,” Adam Andrasko, CEO of USA Artistic Swimming, said.