Rowing is one thing we all have in common; our respect for nature is another. As an outdoor sport we learn to respect the body of water on which we row. The health of that water – not just the water itself but all other life that we share the water with – is vital. It’s in our nature.

Today World Rowing launches ‘It’s in our nature’ as a new brand platform to describe to the world, simply, who we are.

“It’s a celebration of the dedication, commitment and mental strength that distinguishes rowers from other athletes,” says World Rowing Federation, FISA’s Executive Director, Matt Smith. “It is also an articulation of the unique connection between the sport of rowing and its athletes with nature; and it reinforces World Rowing’s market-leading commitment to positive environmental impact through its Clean Water Programme and partnership with the WWF.”

‘It’s in our nature’ will become a central theme for World Rowing’s marketing activity and, to mark the launch, we have released a video to introduce the new brand platform.

‘It’s in our nature’ has been developed in partnership with Octagon, the leading global creative marketing agency which specialises in sport and culture, as part of a wider World Rowing commercial review.

“We’re enormously proud of this work for World Rowing,” says Henry Nash, Planning Director at Octagon. “The extreme dedication and mental resilience shown by the rowing community has always been something that’s astonished me.  It’s been a challenge and a real privilege articulating what makes this sport and its athletes unique from all others.”