March 24, 2026
When Latham, The Pool Company, decided to team up with USA Artistic Swimming, the connection between the two organizations was clear: both celebrate the power and beauty of being in the water.
For the LCWA home PR team, the opportunity was to help bring that story to the media.
Artistic swimming showcases incredible athleticism, blending strength, choreography and endurance into visually stunning routines. And while those performances happen on the world stage, many athletes begin their journey much closer to home — often in a backyard pool. These early days spent with friends and family are often where swimmers first learn to swim and build confidence in the water.
Supporting the Launch Through Media Outreach
To support the launch, our team developed the official press release announcing the sponsorship and led targeted media outreach to introduce the partnership to key business, sports and industry outlets. The goal was to position the partnership around a shared love of the water, highlighting how the backyard pool can be the starting point for a lifelong love of swimming.
By framing the announcement around this narrative, we helped position the partnership as more than just a sponsorship — it became a story about how moments in the water can inspire something bigger.
The Results
Media outreach generated strong visibility across industry, business and consumer media. Key results include:
- 1,000+ media placements
- 160.5+ million total impressions
Top coverage included placements in:
- Aqua Magazine
- MSN
- Luxury Pools + Outdoor Living
- Pro Landscaper USA
- Times Union (Albany)
- Yahoo! Finance
Extending the Story
The partnership announcement also created a narrative we could continue to build on throughout the start of the year.
Following the initial launch, LCWA incorporated the partnership into additional communications tied to key company milestones, including trade show and product announcements in addition to Latham’s 70th anniversary. By continuing to reference the collaboration, we helped reinforce the brand’s connection to water, performance and the athletes who bring the sport to life.
This approach allowed the partnership to remain part of Latham’s broader communications strategy — extending its visibility well beyond the initial announcement and keeping the story relevant with media and industry audiences.