Ralph Lauren discontinued the original Polo Sport line in the early 2000s. Years later, performance apparel had become one of the industry’s fastest-growing categories, creating an opportunity to re-enter the market. But the landscape had changed. Competition was intense, and establishing authentic performance credibility would be essential. As head of global marketing for Ralph Lauren, relaunching Polo Sport was one of my key projects.
Re-establish Polo Sport as a credible performance brand by partnering with OMsignal and launching Polo Tech, bringing genuine athletic innovation to the Ralph Lauren brand.
I orchestrated the highly complex cross-functional effort required to transform a breakthrough technology concept into a market-ready product, aligning every function; from design and merchandising to engineering, legal, production, communications, and retail—behind a single vision.
I led the global launch strategy and creative direction across campaign, retail, digital, experiential, public relations, and the U.S. Open debut, creating a unified global introduction for both Polo Sport and PoloTech.
Positioned Ralph Lauren as the first luxury fashion brand to introduce connected performance apparel, putting the brand at the forefront of the emerging wearables category. Generated 2.5B+ global media impressions across fashion, technology, business and fitness, making Polo Tech one of the industry’s most talked-about wearable technology launches.Drove a 30% increase in wholesale sell-in following launch.
Created a powerful halo for the relaunch of Polo Sport, bringing authentic performance and innovation credentials to an increasingly competitive athletic marketplace. Reinforced Ralph Lauren’s reputation as an innovation leader while engaging a younger, technology-minded consumer.