How Mormaii Selects Its Swimming Athletes
More than titles and medals, the brand banks on brand alignment, out-of-water conduct, and long-term partnerships.
Discover the behind-the-scenes criteria Mormaii uses to build its team of pool and open-water swimming ambassadors. Murillo Caldas explains how human values and genuine brand alignment outweigh simply chasing podiums.
In the sporting goods market, many brands sign athletes based solely on medal counts or the immediate visibility of a podium finish. In Mormaii's swimming division, however, the strategy took its own path from the very beginning: prioritizing who the athlete is out of the water and their willingness to build a story together.
Identification and long-term partnership
This philosophy began taking shape around 2011, when the brand launched its dedicated swimming project. Rather than signing big names simply off a roster, Mormaii sought athletes eager to grow alongside the sports division.
A prime example of this approach was the start of the partnership with Leonardo de Deus. At the time, when approached by the brand, the swimmer explained that he preferred being part of building a project from the ground up rather than being just another name on a multinational's list of hundreds of sponsored athletes. The commitment went beyond immediate results, establishing a long-term bond that has lasted for over a decade.
Out-of-water conduct matters more than podiums
The same logic guided the arrival of other major names in pool and open water swimming, such as Allan do Carmo and Betina Lorscheitter. Rather than simply seeking established champions, the goal has always been to find authentic athletes capable of positively influencing the community.
While traditional sports advertising often portrayed swimmers with crossed arms and stoic expressions, Mormaii opted for a warmer, more approachable communication style. For the brand, a top-ranked athlete loses their appeal if they lack humility, do not know how to engage with the public, or are unwilling to connect with the team and fans.
This attitude is also reflected in beach activations and sporting events, such as in Ilhabela, where emerging talents and team veterans interact directly with amateur enthusiasts, reinforcing that maturity and respect for the sport come before vanity.