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WWDStyle issue 02/25/2011

SPORT APP: This Friday, Polo Ralph Lauren Corp. is launching its first RLX iPad app, and this being Polo, there’s no shortage of innovative elements to underscore the brand’s athletic roots. It features real atheletes wearing the clothes, and the iPad’s built-in accelerometer, digital compass, assisted GPS and Multi-Touch screen capabilities allow users to do all sorts of things with the athlete images, from flipping it to tilting it and tapping the screen to experience the different movements of the clothes. “This application places the user in the driver’s seat so that they can control the technical functions of the apparel and experience the brand in a way that is visually entertaining,” Polo’s executive vice president of advertising, marketing and corporate communications David Lauren said of the app, which can be downloaded for free at the App store.

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