This Saturday, 9 August, ultra-endurance swimmer Noam Yaron will dive into one of the most punishing challenges of his career: swimming 180 kilometres from Calvi to Monaco without leaving the water for five days and five nights. Supporting him in this audacious feat is Marseille-based clothing brand JOTT, best known for its lightweight down jackets and, increasingly, its eco-conscious stance.
Yaron’s mission goes far beyond personal achievement. The Swiss athlete is using his record attempt to raise awareness of the urgent need to protect the Mediterranean Sea. Over the past two decades, the region has lost more than half its marine species, a casualty of industrial fishing, relentless shipping traffic, and staggering pollution levels. An estimated 630 tonnes of plastic are dumped into the sea daily. “It has to stop,” Yaron warns, framing his swim as both a test of human limits and a call to action.
The 28-year-old is no stranger to epic challenges. In 2021, he broke the record for swimming the length of Lake Geneva. The following year, he linked Switzerland’s five largest lakes in a single campaign. Last summer, he attempted his first Mediterranean crossing, which was cut short after 103 kilometres and 48 hours due to adverse weather. Despite not completing the swim, the effort reached nearly 100 million people worldwide, successfully amplifying his environmental message.
For this year’s attempt, JOTT has thrown its weight behind Yaron, aligning the brand’s environmental commitments with the swimmer’s cause. The company has been ramping up its sustainability efforts—lowering its carbon footprint, ensuring animal and human welfare in its production processes, and embracing full transparency with consumers. In a fitting coincidence, 2025 also marks the launch of JOTT’s permanent beachwear line, designed for seaside living and reinforcing the brand’s connection to the oceans it wants to help protect.
As Yaron prepares to plunge into the Mediterranean for five relentless days, his challenge serves as a reminder that the fight for the sea’s survival requires endurance from everyone.
