USA Dance, a member organization of the U.S. Olympic Committee and the World DanceSport Federation, is the country’s leading DanceSport association with 174 social dance chapters throughout the country and the primary mission to supports America’s DanceSport athletes by providing the highest level of ballroom and latin competitive dance and training opportunities and to support the global movement to bring DanceSport to the Olympic Games.
The Ernest Borel-USA Dance relationship began in early 2012 when Ernest Borel became a national sponsor of USA Dance and the organization’
The 2013 Ernest Borel-USA Dance co-branding alliance is considered a strategic, win-win relationship for both brand partners. “Actually, the timing couldn’t be better,” said Pietro Meloni, Ernest Borel’s Global Sales and Marketing Director. “Ernest Borel has returned to America in celebration of the traditions that launched and have sustained our company’s brand for a century and a half, but most apparently, the Ernest Borel brand association comes at a time when dance is the great dynamic, inspiring mass audiences throughout America, and around the world.”
In January, Ernest Borel sponsored the prestigious USA Dance Manhattan Amateur Classic in New York City. The MAC, as it is known, is among the longest-running and most highly attended amateur ballroom and latin dance competitions in the United States. In February, Ernest Borel sponsored the USA Dance Southwest DanceSport Championships, held in Los Angeles County, California.
Prior to the company’s celebratory 155-year mark, Ernest Borel made its decision to strengthen its market position in the U.S. The Ernest Borel brand has strong positions in Asia, India and in countries throughout Europe and South America, where its beginnings date back to the 1860s. Proudly, Ernest Borel watches have won numerous and the most prestigious of Swiss and International prizes.
One can say Ernest Borel has become the “official timekeeper” of USA Dance and for DanceSport, among the world’s fast-growing competitive sports, recognized by the International Olympic Committee,
and heading to The World Games 2013 as an official sport in Cali, Colombia, South America.
Precision of movement and timing and the embodiment of romance, passion and artistry have brought Ernest Borel and USA Dance brands together, sharing a mission to expand their grassroots reach within the United States.
Pietro Meloni further explained the logo’s history: “As the story is told, at a noble dancing party, the young Ernest Borel, son of one of the company founders, met a beautiful girl. Their graceful dance attracted envious eyes of other dancers. A picture was taken of this romantic moment, suspending time. Elegant dance, in the romantic moment, inspired the company’s trademark logo, which they say“immortalized this magic moment in time.” And since the turn of the 20th century, the iconic dancing couple has become the Ernest Borel brand’s trademark and inspiration – a trademark signifying the guarantee of Swiss Quality and the enduring spirit of romance, passion, elegance and traditions.”
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