6/24/2024

Athleta Magazine
J. Michael Prince, of Polo, Authenticity and Culture
Riders and calcianti, we heard the evocative story of USPA Global President & Chief Executive Officer J. Michael Prince
Riders and calcianti. Polo and Calcio Storico Fiorentino. Rarely has the modern sports imagination witnessed such an evocative ‘match made in heaven’: a connection that unites activities steeped in history, and tradition but also uniquely modern. On the iconic stage of Piazza Santa Croce, U.S. Polo Assn. has once again elevated the image of its sport and brand by forming a unique synergy with the most identifiable game in the city cradle of the Italian Renaissance. It all took place during a one-of-a-kind week inspired by Pitti Uomo.
We met with USPA Global President & Chief Executive Officer J. Michael Prince on this momentous occasion. His story underscores that age-old fascination we humans have for sports that become both cultural heritage and a breeding ground for style and fashion. The words and career of this American professional perfectly tell the tale of a symbiosis between athletics and fashion culture. His story lets us discover the legacy and timeless philosophy of U.S. Polo Assn. and dive into a life that has always gravitated around a passion for sports.
Price starts by saying that US POLO Assn. is more than just a brand; it is the engine behind global polo itself. It is a virtuous blend of philanthropy, sensitivity, and unconditional support for a compelling sport that sees athletes and horses perform in unison, reflecting the atavistic relationship between human and animal in modern times. U.S. Polo Assn., above all, represents the desire to continue a legend that began more than 2,000 years ago, sharing and expanding it throughout the world. It is a brand that nurtures a sport and the sport that nurtures the brand.
Your professional career is deeply rooted in sports culture. Can you tell us something about your relationship with it?
“Ever since I was a child, sports have always been important. Thanks to it, I learned the meaning of teamwork and dedication in high school, along with winning and losing gracefully. These concepts have carried over into my professional career. I worked for Converse, a sports-inspired brand, where I had the opportunity to connect with many elite athletes, especially from basketball. Then I moved on to Nike, and then I had the opportunity to supervise other iconic brands like Umbro, which has always been a part of football culture. These experiences allowed me to cut my teeth and learn from some of the best brands in the world, not just in sports. When the opportunity to work with U.S. Polo Assn. came along, I didn’t see it just as a fashion brand but as organically connected to the soul of a sport. And polo isn’t just any sport. Not many people know it, but polo has been played for over 2,000 years; its origins can be traced back to about 600 B.C. And the USPA – United States Polo Association, our governing body, was founded in 1890. That’s why our brand loves to talk about sports history and our deep connection with it. What I also loved about working with Converse, for example, was that it is accessible to everyone, and I found the same thing in U.S. Polo Assn. I’m aware that I’m part of a sport-inspired brand that needs to communicate with working families worldwide. In my vision, it’s essential to be part of a brand that is accessible to everyone, and the same reasoning applies to polo.”
What does it mean to represent a brand that’s so rooted in history? Is it more a sense of pride or responsibility?
“I feel both. In an increasingly noisy world, sports continue to be so authentic, so real…. Everyone can relate to sports by playing or watching them. The most valuable feature of U.S. Polo Assn. lies in being the authentic brand of the sport in the States and around the world. Applying this kind of sports inspiration to our brand lets us sell our clothes in 190 countries, and I think that’s really special. In the last five years, we’ve grown tremendously, over a billion dollars in sales, and I’m convinced this is connected to what we stand for. Consumers relate to more than just a brand. Our real, tangible connection to a sport and our timeless designs are essential in our relationship with them.”
You have stated in various interviews that you’ve fallen in love with polo. What are the unique qualities of the sport?
“I attended my first polo match when I joined U.S. Polo Assn. I was blown away by the performances of the elite athletes, and I’m not just talking about the riders but their horses, and their partners. The way they moved in unison, on the field, made me think of it as an art form. It is great that two ‘players’ work together as one…. Then I looked around, there were so many families in the stands together, people who were connecting through this wonderful sport. I realized then that I was part of one of the most beautiful sports in the world. That’s also why I’m proud of our global events – they let us introduce polo to so many people who don’t know about it.”
The partnership with Calcio Storico Fiorentino is a match made in heaven. It’s two sports that have incredible sports legacies. How are these legendary disciplines spread worldwide and, in the case of U.S. Polo Assn., in today’s market?
“What we see here is respect for tradition. And that is always very, very important. You have to respect the past to embrace the future. I think of the many fans of Calcio Storico Fiorentino, who are passionate about a sport that’s been around for hundreds of years; it started way back in 1200 A.D. And then think of them discovering a sport like polo, which has been around for 2,600 years…it’s incredible. Then, we put them all in the wonderful city of Florence – I can’t imagine a more beautiful combination of sports and places than this. I’m also really excited about what will happen in Paris, where we’ll combine our 135th anniversary with the 100th anniversary of the Olympics in the French capital. There will be a match between the U.S. and French national teams… These events give polo a chance to show itself to the whole world, and that really excites me.”
The present and future of U.S. Polo Assn. and the sport it represents are closely connected to sustainability and the well-being of animals. How do these two issues impact the directions you are taking as a brand and as a sport?
“In sports, we put that deep relationship between human and equine athletes first. You need to be aware and protective of the health of your horses. When you see a polo match, the mutual love between rider and horse is immediately evident…. And every possible precaution is taken to safeguard both and keep them healthy. As a brand, we’re always thinking about these issues. We have a clear philanthropic vocation; we are at the forefront in donating funds to support the polo community. We invest in the welfare of the horses, and support the players, but also spread this culture through the creation, for example, of a museum. It is crucial for us to have this philanthropic ecosystem that allows us to give something back to the sport, but also to the many foundations that help it.”
https://athletamag.com/en/j-michael-prince-of-polo-authenticity-and-culture/