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USPA Properties, Inc. Launches International Branding Initiative for Its U.S. Polo Assn. Brand

NEW YORK, NY--(Marketwired - March 25, 2014) - USPA Properties, Inc. announces a branding strategy for their U.S. Polo Assn. license that will include an updated marketing campaign emphasizing the authenticity of the brand's link to the game of polo. The new "Live Authentically" slogan speaks to the DNA and rich history of U.S. Polo Assn., the officially licensed brand of the United States Polo Association, governing body for the sport since 1890.

The branding strategy reflects the company's desire to tell their story and pays tribute to the heritage of U.S. Polo Assn. global product lines, which include apparel for men, women and children, accessories and more and are licensed in 135 countries -- in North and South America, Asia, the Middle East, Europe, Scandinavia, and Russia. India and the Middle East are two of the largest and more popular markets, with 182 and 241 stores, respectively. There are 563 stores worldwide.

With the company's global growth rate, the U.S. Polo Assn. brand is poised to capture the growth potential across product categories. The branding strategy will underscore the positioning of the brand, reflecting its rich history and staying true to its roots in American Style, updated to complement today's on-the-go lifestyle.

An admirable aspect of the brand, one that further speaks to its authenticity, is that revenue from the sales of the U.S. Polo Assn. merchandise is used to promote the sport of polo -- everything from underwriting educational and training programs, to funding programs in umpiring, competition and equine welfare.

Under the new campaign, "Live Authentically," the new marketing strategy will be rolled out this spring, creating brand awareness with a global vision that expresses the synergy between the sport and the brand: worn by polo players, the brand captures the spirit of the sport, inspired by its American heritage as a true sanctioned brand of the U.S. Polo Association.

Two recently completed shoots include vibrant images of young polo players in exciting action-packed live sequences that highlight the brand's style both on and off the field, and embody the true lifestyle and spirit. A revamped U.S. Polo Assn. brand website, adapting the new brand vision, is scheduled to launch in April, with competition game footage, special photo galleries and social media highlights. It will also feature a full schedule of polo events and venues.

"This is an extremely exciting time for us at USPA Properties, Inc.," commented Jackie Harrigan, VP of Marketing. "Staying true to our roots and authentic to the sport of polo is who we are. Our customers value the spirit that our products convey, the rich and unique heritage that the brand represents, and the significant support that it offers to the players and to the sport."

About U.S. Polo Assn.

U.S. Polo Assn. brand products are authentic and officially sanctioned by the United States Polo Association (USPA), the governing body for the sport of polo in the U.S. since 1890.

USPA Properties, Inc., a wholly owned, for-profit, tax-paying subsidiary of the USPA, manages its licensing program in over 135 countries through independent retail, department, online and U.S. Polo Assn. brand stores.

Primarily featuring sportswear for men, women, and children, the product offering has expanded to include accessories, luggage, watches, shoes, home furnishings and more.

As the steward of the Association's marks, Properties' mission is to develop a long-term source of revenue to help underwrite numerous programs for education about and promotion of the sport of polo in the U.S., from memberships and handicaps, to clubs and tournaments; from interscholastic programs to Team USPA mentoring; with particular concern for equine welfare and player safety throughout.

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