Iconix Re-Launches Pony Brand

NORTH AMERICA–Iconix Brand Group has re-launched the classic sneaker brand Pony with a new marketing campaign entitled, “Product of New York,” after its namesake.

April 6, 2018

The classic sneaker brand will be available starting this week at retailers like Urban Outfitters, Zumiez and SneakerVilla, among others.

The brand’s upcoming fall collection will reintroduce iconic silhouettes from the heritage brand that have been re-imagined with contemporary elements, such as modern tooling and new colors, fabrics and materials.

Meanwhile, Pony has teamed up with Brooklyn hip-hop star and actor Joey Bada$$ to celebrate the re-launch and modernization of its classic Topstar sneaker. Through the partnership, the hip-hop artist served as both a “muse and model” for the fall campaign and was photographed in a range of looks.

Also included in the brand’s 360-degree re-launch will be a roster of male and female ambassadors, all with connections to New York, as well as a strong digital presence.

“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 re-launch

our Pony brand,” says Jamie Cygielman, chief marketing officer, Iconix. “We’re excited to present a re-invention 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.”

The new Pony Topstar, among other styles, will be available starting this week at retailers like Urban Outfitters, Zumiez, SneakerVilla, specialty boutiques and more.