FORM: redefining swim performance

When FORM announced the launch of its second-generation, augmented reality (AR) goggles, it was the perfect opportunity to tell the next chapter in its brand story. By capturing the attention of the sports and tech media, we could show why FORM leads the way in fitness and performance innovation.

Founded in 2016 in Vancouver, Canada, FORM is a leading fitness technology company pioneering real-time visual feedback to elevate athletic performance.

Following the success of its award-winning Smart Swim goggles, the brand entered a new phase of growth with the launch of its second-generation Smart Swim 2 goggles.

FORM Smart Swim 2 goggles offer patented Waveguide optics technology, an array of onboard sensors, integrated heart rate monitoring and the SwimStraight™ digital compass. The goggles offer a data-driven approach to swim efficiency and optimum performance for both training and competition.

Beyond the pure product focus, the Smart Swim 2 launch offered an opportunity to speak to the future of AR innovation and how technology integration can elevate human potential, performance and the endurance training experience.

Our PR objective was to use the FORM Smart Swim 2 launch to tell the next growth chapter in the brand’s story and journey.

We wanted to solidify FORM’s leadership position in fitness technology and AR and shine a light on FORM’s simple mission: to elevate how athletes train and compete through real-time visual feedback. We built our PR strategy around our strong relationships with the UK sports, fitness and technology media.

We invited key media contacts for a sneak peek of the new product and 1:1 interviews to raise brand awareness and build trust in the Smart Swim 2 goggles.

With journalists from a range of sports and tech titles – including 220Triathlon, WIRED, T3, Forbes, Monocle, Wareable, Trusted Reviews, and Outdoor Swimmer – we were able to gain significant exposure to generate news coverage and earned exposure.

Our message emphasised how FORM is the industry-leading expert in swim technology and AR, and is shaping the future of sports innovation and performance.

For the product launch, we shared press releases with target titles across technology, swimming, triathlon and wearables to deliver a constant flow of news and build up around the event. Our aim was to build hype when the embargo lifted.

To supplement launch day coverage, we also worked closely with journalists testing units on long-term reviews, targeted trade titles, and newswire distribution.

The FORM Smart Swim 2 goggles, and all its features, are race approved by World Triathlon, USA Triathlon, the Professional Triathletes Organisation (PTO), and supertri.

To communicate such an important message, we secured a media partnership with 220Triathlon, a publication aligned with the brand and the key target audience of triathletes.

Through the partnership we aimed to raise FORM brand awareness as the leading Smart Swim Goggle on the market and to establish FORM as a credible brand and “thought leader” in swim metrics and training techniques.

Overall, UK coverage of the Smart Swim 2 goggles and FORM experts has been a brilliant success and exceeded expectations.

Media coverage achieved a combined audience of 1.23 billion, with an estimated 1 million online views across all digital coverage.

The Media Tour and 1:1 interviews generated key coverage with top-tier titles including Forbes, Monocle, The Independent and Tom’s Guide.

The media partnership with 220Triathlon outperformed KPIs by 77%.

The FORM and Aspire team collaborated closely to elevate the brand and product to new heights. We successfully reached a targeted, selection of coverage to position the Smart Swim 2 as an industry leading, innovative product.

We look forward to continuing our partnership with FORM as the brand continues to shape the future of swim performance.

Find out more about FORM swim performance products

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