.polo Domain

Apparel and lifestyle products framed the .polo application in ICANN's 2012 New gTLD Program. The string sits in genuinely contested territory: it names an equestrian sport with its own international governing bodies and clubs, a shirt style that has become a generic garment category, and a fashion brand — three claims on one word, none of which fully excludes the others.

Applications where a trademark has substantially genericised are among the hardest the program had to weigh, since the word's everyday use is precisely what makes it valuable. The extension is not currently active in the DNS root zone and is not available for registration by any party.