Can Joey Bada$$ Bring PONY Back to Life?

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Iconix Brand Group, Inc. announced that PONY, the original sneaker brand with a 45-plus year history especially in New York, relaunched this week tapping rapper Joey Bada$$ with a marketing campaign entitled, “Product of New York.”

The campaign is intended to honor the city that has long defined the brand and its  sneaker collections.

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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 rapper 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,” Joey said. “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.”

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“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 said.

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 the brand said in a release.

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The new PONY Topstar, once worn by legendary PONY athletes Dan Marino and Pele, and now worn by artist like Joey Bada$$, will be available starting this week at retailers such as Urban Outfitters, Zumiez, SneakerVilla, specialty boutiques and more.

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