ICONIX BRAND GROUP RELAUNCHES PONY SNEAKERS

by Brian Lipton Aug 15, 2017

PONY Joey BadassIconix Brand Group, which owns such brands as Joe Boxer and Mossimo, is re-launching 45-year-old sneaker and athleisure brand Pony. The brand’s unisex fall collection will reintroduce iconic silhouettes from the heritage brand that have been reimagined with a contemporary spin that includes modern tooling and new colors, fabrics and materials. Retailers will include Urban Outfitters, Zumiez, and SneakerVilla.

The new line will be marketed, beginning this week, with a new campaign called “Product of New York,” which is intended to honor the city that has long defined the brand and its highly-coveted sneaker collections. Further, to celebrate the relaunch and modernization of Pony’s iconic Topstar sneaker, which was integral in the creation of present-day sneaker culture, the brand has collaborated with Brooklyn hip-hop superstar and actor Joey Bada$$, who served as both the muse and model for the fall collection.

“I carry New York with me everywhere I go. It’s almost written across my forehead. I am a product of New York, working with Product of New York and there are so many parallels between myself and the brand,” commented Bada$$. “The fact that it’s an OG classic brand, and that’s basically my sound – OG, classic, timeless – I just thought it was a match made in heaven.”

“Joey is a force in entertainment, music and fashion, whose New York roots and relaxed yet purposeful sense of style make him the ideal partner as we relaunch our PONY brand,” stated Jamie Cygielman, chief marketing officer of Iconix Brand Group. “We’re excited to present a reinvention of the brand’s classic styles that historically had such a tremendous impact on sneaker culture to a new consumer, while also invoking nostalgia in original Pony fans.”

A roster of male and female ambassadors, all with a meaningful connection to New York, as well as a strong digital presence and a desire to use his or her voice to redefine the cultural landscape, will be announced in the future to coordinate with exclusive sneaker drops.