Brand Tone

Authentic & Heritage-Driven, Classic & Timeless, Sport-Inspired & Active, Accessible & Inclusive, Vibrant & Youthful

Brand Values

• •Authenticity
• •Heritage & Tradition
• •Connection to Sport
• •Quality & Durability
• •Classic American Style
• •Inclusivity & Accessibility

Best Practices

• •Emphasize Authenticity & Heritage: Always link back to the brand's official status with the USPA and its 1890 founding. Use words like "official," "authentic," "since 1890," and "heritage."
• •Use Sport-Inspired Language (Subtly): Weave in terms related to the sport of polo where appropriate, focusing on the spirit, passion, and dynamism rather than overly technical jargon. Words like "spirit," "passion," "field," "play," "team."
• •Maintain a Classic, Timeless Voice: Avoid overly trendy slang or fleeting fashion terms. Focus on enduring style, quality, and comfort. "Timeless," "classic," "enduring," "wearable."
• •Be Approachable and Inclusive: While aspirational, the tone should remain welcoming. Highlight the accessibility of the style and the brand's aim to bring the sport to a wider audience.
• •Visual & Verbal Consistency: Ensure that the copy aligns with the imagery used (e.g., if images are active and outdoors, the copy should reflect that energy). Create a cohesive narrative across all platforms, from product descriptions to social media posts. The brand is working on creating an "engaging experience" in its stores.

Social Perception

Official Brand Recognition, Association with Polo Lifestyle, Price-Value Proposition, Comparison with Ralph Lauren, Growing UK Presence, Mixed Online Reviews

Copy Examples

• •Headline: Heritage Born. Style Worn. Body: Since 1890, U.S. Polo Assn. has been the authentic voice of polo. Experience the tradition in every stitch. Classic American style, for your life's every play. Call to Action: Discover Your Classic
• •Headline: The Spirit of the Sport. The Heart of Your Style. Body: From the thundering hooves on the field to your everyday adventures, U.S. Polo Assn. brings the passion and authenticity of polo to your wardrobe. Timeless pieces, built for life. Call to Action: Shop the Collection
• •Headline: Authentic American Style. Rooted in Heritage. Body: U.S. Polo Assn. – the official brand of the United States Polo Association. Wear a piece of sporting history, crafted for contemporary life. Comfort, quality, and the enduring spirit of polo. Call to Action: Explore New Arrivals
• •Headline: Live Authentically. Dress Accordingly. Body: Embrace the genuine. U.S. Polo Assn. offers more than just clothing; it’s a connection to a legacy of sportsmanship and timeless American style. For men, women, and kids who value authenticity. Call to Action: Join the USPA Family
• •Headline: Game Day Comfort. Everyday Classic. Body: Inspired by the players, designed for you. U.S. Polo Assn. delivers the comfort demanded on the field and the iconic style desired everywhere else. Experience the enduring appeal of true American heritage. Call to Action: Find Your Fit