Once strictly reserved for royals and the elite, the sport of polo is now accessible to everyone, due in no small part to the U.S. Polo Assn.

The U.S. Polo Association debuts the vibrant new spring/summer collection, featuring classic polos and signature white pants, inspired by the sport and the kickoff of the season.

Stylish and smiling on a gorgeous sunny day, a group of girls and guys traipse across an expanse of grass clad in a rainbow of vibrantly hued polo shirts: royal blue, carnation pink, canary yellow, seafoam and salmon. A colorful hot air balloon has landed, and palm trees sway in the distance.

Behold the new face of polo.

The global ad campaign for the U.S. Polo Assn. fashion brand, official brand of the United States Polo Association, was shot at Coachella Valley, home of the famed music festival. But where are the sandals, floppy hats and crocheted ponchos?

J. Michael Prince, 48, president and CEO of global organization USPA Global Licensing Inc., headquartered in West Palm Beach, explains: “We wanted to tie in our brand to a lifestyle beyond polo to inspire new generations and carry on the legacy of the sport. These people are clearly having fun, and you want to hang out with them. It resonates—whether you buy our product or not.”

USPA’s up-and-coming star player Jared Zenni is the brand’s new polo ambassador, furthering the mission of the organization’s authentic connection to the sport.

Prince oversees the U.S. Polo Assn. branch, which is approaching a $2 billion global retail footprint and an enormous global presence that has done wonders for the popularity of the sport. Prince and his team remain euphoric over the success of the recent U.S. Open Polo Championship and Gauntlet of Polo, held at the International Polo Club in Wellington, an event Prince and his team, along with the company’s chairman, David Cummings, prepared for at least a year in advance. “It’s one of the great sporting events in the country, broadcast to an audience of millions,” says Prince, whose USPA Clubhouse had merchandise from denim to polo balls and mallets, and, of course, polo shirts flying off the shelves. Don’t fret if you missed it. You can still shop online or visit one of its 1,100 retail stores located throughout 166 countries worldwide. 1751 Palm Beach Lakes Blvd., West Palm Beach, uspoloassn.com