May 23, 2012 at 11:38 AM
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Ralph Lauren To Launch 'Sports of Summer' Sponsorship Campaign In Late June

Upscale fashion brand Ralph Lauren plans to incrementally up its investment in advertising and marketing this Summer. What better way to do that than by leveraging and celebrating its ties to sport? The Sports of Summer campaign will kick off in late June and promoting the company's official associations to golf, tennis, polo and the Olympics.

"Beginning with Father's Day, we will be celebrating what we call the Sports of Summer as a proud sponsor of this summer's great global sporting events from the U.S. Open and British Open golf championships and the U.S. Open and Wimbledon tennis championships to Black Watch Polo and most notably, the London Olympic Games. Event-specific merchandise will highlight the heritage of each sport and the unique connection between the sensibility of the Ralph Lauren brand and these iconic athletic lifestyles.

"We'll be supporting each program with advertising and marketing that reflects our multi-channel distribution," Executive Vice President, Jackwyn L. Nemerov, explained. "The Sports of Summer will reinforce our position as the preeminent sports lifestyle brand and create global visibility and a powerful halo for all Ralph Lauren merchandise around the world."

Ralph Lauren, which currently owns and operates 379 stores and 474 concession shop locations worldwide, will use its marquee partnerships to drive home its 'Sports of Summer' messaging. Using its golf sponsorships (U.S. Open, British Open), tennis deals (U.S. Open, Wimbledon), Black Watch Polo and USOC supplier relationship, Ralph Lauren intends to put its ad muscle behind marketing event-specific merchandise that will solidify the brand's attempt to create a bridge between fashion and athletic lifestyles.