USA Artistic Swimming Featured in Super Bowl Ad for TRESemmé
As part of a partnership with USA Artistic Swimming, eight American athletes were featured in a Super Bowl advertisement for TRESemmé.
The ad comes with a partnership agreement between USA Artistic swimming and the haircare company. The athletes worked with choreographer Parris Goebel and director Agostina Galvez for a film titled, “Fluid,” which is excerpted as the ad. A full version is available online.
The ad highlights TRESemmé’s line of Pro Infusion products. The partnership is for two years, to extend through the qualification period to the Paris 2024 Olympic Games.
“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,” Jessica Grigoriou, Head of Beauty Marketing and Salon & Masstige Hair Portfolio Director at Unilever NA said in a press release. “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 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,” CEO of USA Artistic Swimming Adam Andrasko said.
“I am known for breaking rules and pushing boundaries when it comes to my creativity, so I was thrilled to partner with TRESemmé, a brand that encourages women to embrace their personal style and the power that it brings, to create a routine that is unlike anything I have ever done before,” Goebel said in a company release. “Using dance to express yourself is beautiful and collaborating with the USA Olympic Artistic Swimming Team, who are such dedicated athletes and performers, for this powerful captivating performance was so refreshing and invigorating.”