Pony relaunches this fall with a focus on its New York City roots, with the help of Brooklyn hip-hop musician Joey Bada$$.
Iconix Brand Group scooped up the sneaker brand in 2015 in an effort to revive its heritage sneaker styles. For fall, the brand reintroduces its signature Topstar sneaker, celebrating the modernization of the style through unisex sizing, updated fabric, colorways and materials.
Bada$$, who acted as both muse and model for the fall collection said, “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.”
“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,” said Jamie Cygielman, Iconix Brand Group CMO. “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.”
In conjunction with the relaunch, Pony also plans on expanding the partnership past images and to an interactive experience. Bada$$ will take Pony fans behind-the-scenes throughout his New York adventures, and even backstage before performances.
Joey Bada$$ will also roll out with a signature footwear collection in collaboration with the brand, set for this November.
The collection and new campaign for the fall featuring Joey Bada$$ will be available starting next week at participating stores, like Urban Outfitters, SneakerVilla, specialty boutiques and more.