Iconix Brand Group, Inc. announces that PONY, the original sneaker brand with a 45-plus year history of influencing New York’s culture of cool, relaunches this week with a marketing campaign entitled, “Product of New York,” under its namesake. The campaign creative is intended to honor the city that has long defined the brand and its highly-coveted sneaker collections. 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 collaborated with Brooklyn hip-hop superstar and actor Joey Bada$$, who served as both the perfect muse and model for the fall collection.
“I carry New York with me everywhere I go. It’s almost written across my forehead. I am a product of New York, working with Product of New York and there are so many parallels between myself and the brand,” commented Joey Bada$$ on the partnership. “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,” he continued.
When PONY first appeared in 1972 the brand created casualwear lightyears before athleisure would be formally admitted into the dictionary. PONY was built in New York’s image, which is to say it was equal parts ambitious, edgy and energetic – the sneakers were designed to keep up with the fast-paced motion of the city streets and 40 years later the streets of New York may have changed but the energy remains, more vital and vocal than ever before.