NGF TOP 100 BUSINESSES IN GOLF
Ralph Lauren, Chairman
Patrice Louvet, CEO
David Lauren, Chief Innovation Officer
Valerie Hermann, President of Global Brands
The staple golf brand of the 1990’s has once again been transformed into a cutting edge, desirable golf brand.
With a focus on the needs of the modern player but still rooted in the design tradition of Ralph Lauren, Polo Golf combines performance wear with tradition to produce apparel that travels between the course and the clubhouse with ease.
Polo Golf has had a long relationship with the sport. The quintessential country club brand launched its own Golf division, Polo Golf, in 1990. Eight years later, the company introduced a performance golf brand, RLX Golf, which featured more performance driven styles appealing to the modern day golf consumer.
The brand currently has a stable of professional golfers in their endorsement portfolio, including Justin Thomas, the 2017 FedEx Cup winner and PGA Tour Player of the Year.
“To me, what’s fun is the amount of compliments I get from people off the golf course. Every week I have multiple people coming up to me and telling me I’m their favorite dressed player on tour,” Thomas said. “Everyone’s always tweeting or putting on my Instagram, `I want those pants, where do I get them?’ As someone who takes pride in what they wear and how they wear it, that’s what’s most fun to me.”
Polo Golf has been able to generate tremendous a media presence with its endorsement strategy, with Thomas’ win at the 2017 PGA Championship generating over 250 million social media impressions. Thomas may have turned even more heads when he wore a button-up shirt, tie and cardigan at the British Open in 2017. Other Polo Golf endorsers include Tom Watson, Davis Love III, Jonathan Byrd, Luke Donald, Matteo Manassero and Billy Horschel.
Polo has a long heritage in the game of golf, and is the current official apparel outfitter of the USGA and the U.S. Open Championships. Polo serves as the U.S. Open’s largest on-site apparel provider. The company also signed on as an official patron of the British Open, outfitting all officials and staff members as part of the agreement.
Polo has been active in the sports world, holding notable partnerships with the Olympics and U.S. Open tennis championship, but the company’s presence in golf might be the most visible and prominent of all.
Being aligned with a dominant young player like Thomas certainly helps, and the Polo brand has long been regarded as a traditional classic within the sport. There’s a reason many people simply describe standard short-sleeved golf shirts as polo shirts.