Company Overview
RLX Ralph Lauren (Polo Golf) stands as a premier luxury lifestyle brand in the golf industry, combining heritage craftsmanship with innovative performance technology. From its humble beginnings in 1967 with a line of men’s neckwear under the Polo brand, Ralph Lauren has evolved into one of the most recognizable names in fashion and design, with golf representing one of its most prominent sporting ventures.
The company made its official entrance into golf apparel with the launch of Polo Golf in 1990, followed by the introduction of RLX Golf in 1998. The RLX Golf line emphasizes performance-driven designs while maintaining the brand’s sophisticated aesthetic, offering technologically advanced fabrics and modern styling for both on and off-course wear.
Key Facts:
- Official outfitter of the PGA of America and PGA Championship
- Official outfitter of the USGA and U.S. Open
- Official outfitter of the U.S. Ryder Cup team
- Partner of the American Junior Golf Association (AJGA)
- Offers customization options for polo shirts including classic pony, bear, dog, and crest logos
Notable Golf Ambassadors:
- Tom Watson (World Golf Hall of Fame member)
- Davis Love III
- Billy Horschel
- Jonathan Byrd
- Nick Watney
- Andrea Lee
- Devon Bling
- Doc Redman
- Smylie Kaufman
- Trevor Werbylo
- Troy Taylor III
- Tyler Strafaci
- Zach Johnson
- Sean Foley (instructor)
- Todd Anderson (instructor)
Business Innovation
The RLX Golf collection represents the pinnacle of functional luxury in golf apparel, combining Ralph Lauren’s traditional aesthetic with modern performance features. The brand has successfully merged its country club heritage with contemporary design elements, offering everything from sophisticated tournament wear to casual athleisure pieces.
The company’s customization program has been particularly successful, allowing golfers to personalize their apparel with various iconic logos, monograms, and personal details, creating a unique connection between the brand and its consumers.
Strategic Focus Areas:
- Performance-driven design
- Luxury craftsmanship
- Technical innovation
- Heritage styling
- Customization options
- Premium positioning
Future Focus
Ralph Lauren continues to strengthen its position in golf through strategic partnerships and innovative product development. The brand’s dedication to golf is reinforced through its extensive relationships with major sporting events and organizations, including:
- The PGA of America
- The United States Ryder Cup Team
- The USGA
- The American Junior Golf Association
- Major championships and tournaments
As noted in their corporate materials, the RLX Golf collection “draws inspiration from the traditional aesthetic of Polo, updating it to create a modern sensibility focused on performance-driven design. From sophisticated styles to the most technologically advanced fabrics available, RLX Golf is the ultimate in functional luxury and provides pieces that are ready for whatever the conditions bring, on the course or off.”
KEY TAKEAWAYS
RLX Ralph Lauren maintains its position as a leading luxury golf apparel brand by successfully balancing its heritage in traditional golf fashion with modern performance innovation. The brand’s strong presence in professional golf, coupled with its strategic partnerships with major golf organizations and tournaments, reinforces its commitment to the sport. Through its dual-brand strategy of Polo Golf and RLX Golf, the company continues to serve both traditional and contemporary golf consumers while maintaining its premium market position.
