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Having arisen from the polo sport renowned in history as the sport of the kings and the nobles, the U.S. Polo Assn. steers the fashion with its comfortable and stylish products still inspired by this sport even today. A certain style preserved for long time dominates the collections of the brand. While supporting this style, the classical U.S. Polo Assn. colors and emblem carry the spirit of the sport as well. Addressing everybody, men, women and children alike, of any age, this is the favorite brand for both the youth and the families.
Founded in the U.S. in 1890, U.S. Polo Assn. is the administrative unit of the horse polo sport in the U.S. and Canada, and its missions are bringing the polo fans around the world together and create a U.S. Polo Assn. team that is loyal to and loving the sports.
The U.S. Polo Assn. brand positioning is key to solidifying our authenticity to the sport of polo. As the official merchandise of the USPA, the products reflect the same classic confidence found on polo fields across the country.
Launched in January 2014, the “Live Authentically” global campaign underscores the positioning of the brand, reflecting its rich history and staying true to its roots in Classic American Style. It speaks to the DNA and rich history of U.S. Polo Assn., creating brand awareness with a global vision that expresses the synergy between the sport and the brand.
Featuring young polo players in the campaign speaks to our core demographic through strong, sports-driven advertisements and videos, as well as sparks curiosity among the youth market around our brand, organically underlying price attainability.
The sport of polo is rich in both tradition and character, officially established in the United States over 125 years ago with the formation of the United States Polo Association (USPA), one of the oldest sanctioning bodies in the nation. The USPA is involved in nearly all aspects of the sport, including national broadcasts, regulating play and tournaments, equine welfare, athlete handicaps, training and instruction at polo clubs.
Built on the authenticity and heritage of the game, U.S. Polo Assn., the global retail brand of the USPA, has stayed true to its roots. This dedication is reflected in the international network of products spanning an impressive 49 global licensees, 135 countries and more than 800 mono-brand retail stores.
OUR BRAND IS …
Steeped in the heritage and tradition unique to the sport of polo, U.S. Polo Assn. is both authentic and aspirational. The U.S. Polo Assn. brand promotes the lifestyle and culture of the sport globally through the creation of relevant, classic American-styled product that denotes the passion and competition of the sport, while at the same time reinforcing the independence, strength and determination of the brand’s consumers.
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