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$$ with a marketing campaign entitled, “Product of New York.”
The campaign is intended to honor the city that has long defined the brand and its sneaker collections.
To celebrate the relaunch and modernization of PONY’s iconic Topstar sneaker, which was integral in the creation of present-day sneaker culture, the brand collaborated with Brooklyn rapper and actor Joey Bada$$, 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.”
“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.
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.