- U.S. Polo Assn. has launched a new global digital site (uspoloassnglobal.com), which is rolling out in multiple languages to some 100 countries worldwide
U.S. Polo Assn. — the official brand of the United States Polo Association (USPA) — has unveiled its new global digital site: uspoloassnglobal.com. This customized site is rolling out in multiple languages to some 100 countries worldwide over the next 24 months.
The United Kingdom was the first international version of the U.S. Polo Assn. site to unveil localized content including events, happenings, and news. And the expansion and worldwide rollout will activate first with English-speaking countries, including Australia, New Zealand, and South Africa followed by language-specific sites in Italy, Japan, and Latin America. By late 2020, the U.S. Polo Assn. site is expected to be operational in 15 languages customized for numerous international locales. U.S. Polo Assn. worked in collaboration with language-translation experts like TransPerfect and Nansen to build the sites.
“Our global digital site is one of our most ambitious undertakings to date as it supports our vision and execution towards a digital transformation,” said J. Michael Prince, President and CEO of USPAGL — which manages the multi-billion dollar U.S. Polo Assn. brand. “Our global brand footprint has expanded into 180 countries today and we want both consumers and sports fans to have a commonplace to learn more about our amazing brand and sport. We are in the process of achieving this monumental goal through the site rollout and other digital initiatives.”
The new site has 6 sections:
Collections – This section has a seasonal overview of images for each new U.S. Polo Assn. product collection plus classic “Player Inspired” styles and other trends.
Heritage – This section provides an interactive and comprehensive illustrated timeline ranging from the first recorded polo match in 600 BC all the way to the recent launch of the USPA’s new high-goal series GAUNTLET OF POLO. And there is a historical piece that highlights the founding of the USPA as one of the oldest sports governing bodies in the United States.
Store Location – As U.S. Polo Assn. has 1,100 retail stores globally, this tool updates daily and leads shoppers to a U.S. Polo Assn. store in their local area.
News – This section features a mix of curated content that is both global and specific to each region. This section provides even more news and information about the brand including capsule launches, seasonal fashion lines, photoshoots, and fashion shows all while keeping polo fans in the loop on all major tournaments, charity initiatives, and U.S. Polo Assn. Ambassador signings.
Shop – Customers around the world who want to shop online are linked to their own region’s e-commerce site (where available)
Campaigns – U.S. Polo Assn. initiatives and campaigns like Inspire Others and Women In Polo will be featured in this section.
“We have the ability to localize site content around the world based on the consumer’s region,” added Jose Nino, Vice President of Global Digital Strategy and E-Commerce. “With U.S. Polo Assn. adding stores almost every day, we are now better able to immediately support their marketing and outreach efforts and drive store traffic through technology.”