Born to Play
As U.S. Polo Assn. celebrates 135 years of sport inspiration, RLI speaks to J. Michael Prince, President & CEO of USPA Global, about the brand’s global “Born to Play” campaign, a year of sport and fashion events and how the iconic label is honouring its heritage while driving forward as one of the world’s leading lifestyle brands.
In 2025, U.S. Polo Assn. celebrates 135 years of sport inspiration, built on polo’s rich heritage while showcasing the power of a brand that now spans more than 190 countries. Far from simply commemorating the past, the official brand of the United States Polo Association (USPA) is using this milestone to underscore its evolution into a global force in fashion, sport and entertainment.
“This anniversary is not just about looking back. It’s about building forward with purpose,” he says. “Polo is a sport that speaks to passion, discipline and community. U.S. Polo Assn. brings that same spirit into everything we do on the field and off.”
With over 1,100 branded retail stores worldwide and thousands of additional points of distribution, U.S. Polo Assn. is consistently ranked among the world’s top global sports licensors alongside the likes of the NFL, NBA and MLB. Its rapid expansion into key international markets, from India to the Middle East and Europe, reflects not only the appeal of the brand, but also the growing accessibility of the sport itself.
More Than a Tagline: Born to Play – This year’s campaign centres on a powerful, unifying message: “Born to Play.” It’s a mantra that connects players, fans and consumers alike. “It’s not just about the game,” Prince explains. “It’s about the spirit of competition and having fun.”
From immersive digital campaigns and global influencer partnerships to in-store events and major sporting exhibitions, “Born to Play” captures the energy of polo and the brand’s deep connection to it. It’s also the heartbeat of the brand’s Legacy Campaign, which features professional polo players and brand ambassadors with their families bringing the narrative full circle.
A Logo with Legacy – To honour the anniversary, U.S. Polo Assn. introduced a custom 135th Anniversary logo, a modern mark inspired by one of the sport’s rarest and most strategic moves: the “hooked” mallet. The logo is more than a graphic; it’s a statement of precision, strength and tradition.
Designed in the brand’s signature red, white and blue, the logo is featured across all activations in 2025 on apparel, packaging, signage and digital assets, serving as a consistent emblem of heritage and momentum.
Celebrating Worldwide – What makes this anniversary unique is its global scale. The year-long campaign includes high-profile events across many major markets where the brand has a footprint.
One of the most memorable: a sold-out exhibition match and fashion showcase in Delhi, India, a market where U.S. Polo Assn. is seeing exponential growth. At Jaipur Polo Grounds, HH Maharaja Sawai Padmanabh Singh of Jaipur, India led the USPA India Team to a dramatic 8-7 victory against the USPA Global Team in front of VIPs from across India. The match was followed by a Spring-Summer 2025 fashion reveal at D’Monde Members Club, where classic polo aesthetics met contemporary style.
“This celebration in Delhi was more than an event – it was a statement,” says Prince. “India is now our fastest-growing market and we’re just getting started as we target $1bn in retail sales there.”
Other highlights of the tour include prestigious tournaments at the USPA National Polo Centre in West Palm Beach, Florida, a star-studded party surrounding the Pitti Uomo Trade Show in Florence and an iconic pop-up activation and fashion show in Istanbul, plus other exciting in-store activations and digital fan experiences designed to bring polo culture to new audiences around the world.
Sport-Inspired Style, Elevated – Another part of the 135th campaign is the launch of a Limited-Edition Anniversary Collection that pairs timeless pieces with premium detail. With celebratory trims, anniversary tags and metallic accents, the collection elevates classic silhouettes like the polo shirt into keepsake items.
This approach has made U.S. Polo Assn. one of the few brands able to bridge fashion and sport at scale. Seasonal collections remain rooted in the core uniform of the polo athlete – polo shirts, denim and sporty shoes and accessories, all while evolving and elevating to meet modern consumer tastes.
The Media Play – The brand’s growth isn’t limited to retail. Through Global Polo Entertainment (GPE), U.S. Polo Assn. has built a robust media strategy that brings the sport to millions of screens worldwide.
Thanks to broadcast deals with ESPN in the U.S. and Star Sports in India, fans now have
unprecedented access to premier polo events like the Gold Cup® and the U.S. Open Polo Championship® Final. These partnerships are complemented by original content, including the award-winning series Breakaway, which blends athlete profiles with behind-the-scenes storytelling.
“It’s about more than visibility, it’s about access,” says Prince. “We’re using media to connect people to the sport and the culture that powers our brand.”
Built for What’s Next – While the 135th anniversary is a celebration of legacy, it’s also a marker of ambition. In 2024, the sports brand delivered a record $2.5bn in global retail sales, with a target of $3bn in sales and 1,500 U.S. Polo Assn. stores in the near future. The brand is actively launching several new strategic markets in 2025 including Argentina, Australia, Brazil, Poland and Thailand.
As Prince puts it, “This is a turning point. We’re building for the future – new markets, new partnerships, new fans. And we’re doing it with the same authenticity that’s always defined U.S. Polo Assn.”
From the field to the runway and from West Palm Beach to Delhi, U.S. Polo Assn. is proving that tradition and innovation can ride side by side. This brand was born to play and it’s nowhere near finished.
