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Polo And Beijing

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Kiel Holliday
Kiel Holliday

Polo Ralph Lauren signed a contract with the US Olympic Committee to outfit the US team for the 2008 Beijing Olympics. The attire would consist of V-neck sweaters, polo shirts with "Beijing" printed on the front, and cargo pants in red, white and blue colors. The deal was meant to boost the American brand internationally and bring brand enhancement for Polo through advertising during the games. Polo hoped to extend the deal to future Olympics in 2010 and 2012.

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Polo to outfit U.S. team for the Beijing Games Presented By: Kiel Holliday
Roots Ltd. wanted an informal look. USCO did not agree: met with Mr. Lauren both agreed based on “Chariots of Fire”, 81’ movie about British athletes competing in the 1924 Summer Olympics in Paris. Change
Signed contract with USOC (US Olympic Committee) Deal hoping to extend to Winter Olympics in Vancouver in 10’ and 12’ for the Summer Olympics in London To boost the American Brand internationally Why Polo
Attire V-neck tennis sweaters and ties Polo shirts with “Beijing” on the front and cargo pants. The ensemble of red, white, and blue.
View and Costs 1,500 Americans Costs of less than $10 million Many sales at US Stores and web sites Working to setup stores in Beijing 10% will go to USCO as royalty payment
Polo’s Image Advertising for games brings brand enhancement as they expand overseas Sales up doubled in Europe’s market in past five years
“ Right now our job is just to work on making Americans look good.” David Lauren
Sources Wall Street Journal, April 7, 2008. B1 Polo.com Press Release: Polo.com
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Polo And Beijing

  • 1. Polo to outfit U.S. team for the Beijing Games Presented By: Kiel Holliday
  • 2. Roots Ltd. wanted an informal look. USCO did not agree: met with Mr. Lauren both agreed based on “Chariots of Fire”, 81’ movie about British athletes competing in the 1924 Summer Olympics in Paris. Change
  • 3. Signed contract with USOC (US Olympic Committee) Deal hoping to extend to Winter Olympics in Vancouver in 10’ and 12’ for the Summer Olympics in London To boost the American Brand internationally Why Polo
  • 4. Attire V-neck tennis sweaters and ties Polo shirts with “Beijing” on the front and cargo pants. The ensemble of red, white, and blue.
  • 5. View and Costs 1,500 Americans Costs of less than $10 million Many sales at US Stores and web sites Working to setup stores in Beijing 10% will go to USCO as royalty payment
  • 6. Polo’s Image Advertising for games brings brand enhancement as they expand overseas Sales up doubled in Europe’s market in past five years
  • 7. “ Right now our job is just to work on making Americans look good.” David Lauren
  • 8. Sources Wall Street Journal, April 7, 2008. B1 Polo.com Press Release: Polo.com
  • 9. ?