USA Swimming is trying to grow the sport with a new campaign that proclaims swimming as "the funnest sport there is." The campaign, led by Olympian and 12-time medalist Dara Torres, is aimed at inspiring more kids to take up the sport and make it easier for parents to find clubs, pools and support. Colle + McVoy, Minneapolis, has created some adorable, slow-motion spots. One of them feature a kid cannonballing into a pool, while a voiceover quite definitely explains why pool-time is more fun than any other sport. Another features a super-confident boy showing off for the ladies, while a third, "Alligator," shows how a kid's imagination comes alive in the water.

A new website, SwimToday.org, provides online tools for parents to help locate swim clubs and local pools in their communities. Creatively designed swim club kits, featuring certificates, tattoos and wristbands will be also distributed around the country.