#TrainingFor2032. Huggies Little Swimmers brought Michael Phelps out of retirement to train his son Boomer and babies everywhere for the 2032 Olympics. We created the first Olympic training platform for babies, inspiring families everywhere to safely swim alongside Michael and Boomer. Our platform included a variety of methods for parents to effectively train their babies, educated them on the many health benefits and provided important safety tips. We also turned our swim diaper into an Olympic training tool, featuring it as official attire throughout the program. #TrainingFor2032 inspired a new generation of swimmers creating what promises to be the most competitive Olympics ever.

It all began last May, when Michael Phelps announced to the world on Facebook Live that he would be training for 2032. Social media erupted with speculation before Michael held a press conference revealing that he’ll be training his son Boomer and babies everywhere for the 2032 Olympics. We then rolled out a content series across social media throughout the year teaching parents valuable lessons, health benefits and safety tips. To build buzz, we invited top-tier journalists and their babies to join Michael and Boomer for a private swim safety class taught by Michael’s original swim instructor. We also partnered with parenting and lifestyle influencers to share how they are training for 2032. All of these efforts combined inspired parents around the world to safely compete and share videos of their babies wearing Little Swimmers using #TrainingFor2032.

#TrainingFor2032 successfully transformed a poo catcher into an Olympic training tool, getting a new generation of parents and babies excited about safe swimming. Earned media and influencer activations reached 371 million and resulted in 851 media placements globally. Outlets including People, Mashable, Parents Magazine, Today and USA Today shared enthusiastic coverage about #TrainingFor2032. Little Swimmers enjoyed a 900% increase in social media mentions, including 15 million engagements and 132,000 positive reactions on Facebook. Most importantly, sales increased 2.5% during peak swim season compared to the -7% hit they took during the same period in 2016. They earned a 34% increase in distribution and a $500,000 boost in sales. #TrainingFor2032 surpassed all expectations but the real results won’t be known until 2032, which promises to be the most competitive Olympics ever.