Image reproduced from 中央社

June 20, 2025, Florence, Italy, and West Palm Beach, Florida -- U.S. Polo Assn., the official brand of the United States Polo Association (USPA), celebrated its illustrious 135-year history during the 108th Pitti Uomo exhibition with an entire week filled with exciting fashion, sports, art, and music events. From the vibrant debut of the Spring/Summer 2026 collection to an A-list anniversary celebration at the iconic Basilica of Santa Maria Novella in Florence, the brand showcased the traditions and contemporary vitality of polo at one of the world's most prestigious fashion stages.

At the U.S. Polo Assn. X Pitti Uomo 108 celebration, DJ Benny Benassi delivered an electrifying performance in the historic cloister of Santa Maria Novella, igniting an inspiring night themed "Play for the Moment, Live for the Legacy." On the unforgettable night of June 18, over 1,500 invited guests from around the world gathered in the stunning cloister to take part in this remarkable anniversary celebration. Hosted by renowned Italian actor Roberto Ciufoli, attendees embarked on a sensory journey that fused the spirit of sports with the authentic story of U.S. Polo Assn., experiencing the essence of the brand's century-long legacy. Italian music sensation Clara took to the stage next, captivating the audience with her emotionally powerful performance, blending beauty, style, and sentiment.

As international DJ Benny Benassi took over the stage, the cloister instantly transformed into a pulsating outdoor dance floor where over 1,000 guests reveled under the stars, pushing the party atmosphere to its peak.

The immersive event highlighted U.S. Polo Assn.'s history through a grand historical timeline projected onto the ancient walls of the Basilica of Santa Maria Novella, illustrating the development of polo from 1890 to 2025 and showcasing how the brand evolved into a multibillion-dollar global fashion powerhouse. The creative core of this celebration was driven by two visionary artists. Luca Agnani brought immersive visual mapping to the architectural grandeur of the cloister, while Pietro Terzini unveiled a bespoke visual installation designed specifically for U.S. Polo Assn., artfully merging the brand's athletic heritage with its unique textual aesthetics. His minimalist yet profound interpretations of "legacy," "fashion," and "time" left a lasting impression, underscoring a central message of the night: that heritage is not just to be honored, but can also be revitalized.

“This is not just an industry showcase, but a global celebration of U.S. Polo Assn.’s legacy, culture, and future,” said J. Michael Prince, President and CEO of USPA Global. “It’s a privilege to participate in such an immersive and exciting experience in creative Florence with our outstanding partners and teams.” He added, “It is a fitting representation of the legacy power inspired by sport and its bright future.”

Lorenzo Nencini, President of Incom S.p.A. and board member of Pitti Immagine, remarked, “It is an unexpressed honor to present our brand’s 135th anniversary celebration in Florence. Our successful showcase at Pitti Uomo, combined with the performances of Pietro Terzini, Clara, and Benny Benassi, has made this event not only a cultural event but also an unforgettable memory for everyone who supports U.S. Polo Assn.”

The booth of U.S. Polo Assn. at the Pitti Uomo exhibition, held from June 17 to 20, was an iconic presence in the Cavaniglia Hall. A large 30-foot video screen displayed the brand's history and core promotional content. Additionally, there were beautifully designed product collages, an elegant champagne bar, models dressed in the latest collection, a celebrity photo backdrop worthy of a red carpet, and a massive 3D “135” installation honoring the brand's 135th anniversary. The lively immersive space attracted audiences from trade, social media, and media sectors, exploring the brand's past, present, and future. Prominent guests at the booth included artists Pietro Terzini, singer Clara, actor Roberto Ciufoli, and Olympian swimmer Luca Dotto, all drawing hundreds of media, guests, fans, and influencers to “check in” and interact with U.S. Polo Assn.

Moreover, all Italian licensees of U.S. Polo Assn. showcased their latest collections, reinforcing strong strategic partnerships: Incom S.p.A. presented the complete men's and women's collection highlighted by exquisite tailoring, bold colors, and classic designs inspired by sports, featuring the Spring/Summer 2026 new products. Bonis S.p.A. launched a collection of stylish athletic casual shoes that balance functionality with lifestyle aesthetics, specifically crafted for modern global consumers. EastLab S.r.l. introduced a modern accessory collection, including bags and leather goods made from high-quality materials infused with polo elements. EuroTrade S.r.l. showcased the latest watches and jewelry that cleverly combined classical American style with Italian craftsmanship and innovation.

“U.S. Polo Assn.’s 135th anniversary is more than just a milestone; it is a celebration of legacy, identity, and enduring style,” emphasized Antonio De Matteis, Chairman of Pitti Immagine. “To commemorate this important moment in Florence, a city where tradition and innovation intersect, is incredibly meaningful. The evening at Santa Maria Novella honored the brand’s rich polo heritage, vividly showcasing its global vitality and future vision. We are very honored to welcome U.S. Polo Assn. back to Pitti Uomo—a grand event that brings together fashion, culture, art, and music on an international stage.