The original sneaker brand Pony has been relaunched in a marketing campaign fronted by hip-hop superstar and actor Joey Bada$$.
Iconix Brand Group, which owns the 45-year-old footwear label, is repositioning the brand name in its spelt-out form: Product of New York.
The modernised Pony Topstar sneaker has Joey Bada$$, who besides singing stars in Mr Robot, as 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,” he said of 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.”
When Pony first appeared in 1972 the brand created casualwear light years before athleisure would be formally admitted into the dictionary. Pony was built in New York’s image – equal parts ambitious, edgy and energetic. Forty years later the streets of New York may have changed but the energy remains, more vital and vocal than ever before.
With the resurgence of retro brands flooding the athleisure space, Pony offers a unique point of view through the brand’s New York lens. The fall campaign creative, shot in-studio against a clean background, intentionally focuses on the brand’s authentic face, Joey Bada$$, and the footwear. Joey is photographed in a range of looks, including the white Topstar with the brand’s black chevron, which the artist distinctively styled with a basic tee and tartan suit. He is also shot in Pony’s new patent-leather high tops, in both burgundy and stark white, as well as a tonal nude Topstar.
The new Pony Topstar goes on sale from this week at retailers including Urban Outfitters, Zumiez and SneakerVilla along with specialty boutiques.