Iconix has created a push featuring music and television icon, Joey Bada$$, to relaunch original sneaker, Pony, a brand born in New York.
Iconix is relaunching its original sneaker, Pony, this week with a marketing push. Themed Product of New York, the exercise celebrates the portfolio’s more than 45-year ‘culture of cool’ heritage as well as the city which has come to define said label and its highly-coveted collections.
To spotlight the brand’s Topstar offering, a collaboration was struck with Brooklyn hip-hop artiste and actor, Joey Bada$$, who has come on board as ambassador for the fall collection. Shot against a clean background, said creative zooms in on the footwear and face of the campaign.
The music icon is photographed in a range of looks to include the white Topstar with the brand’s black chevron, which is distinctively styled with a basic tee and tartan suit. He also showcases the new Pony patent-leather high tops in burgundy, stark white as well as a tonal nude Topstar.
The tie-up extends to a signature capsule scheduled for a preview later in the year, which is inspired by his connection to New York. The alliance will see Bada$$ take fans behind the scenes as he hits up his favourite hotspots as well as backstage while he preps for upcoming performances.
Meanwhile, the upcoming line will reintroduce silhouettes which have been re-imagined using a contemporary spin that includes modern tooling, alongside fresh colours, fabrics, and materials. The range will be available at retailers like Urban Outfitters, Zumiez, SneakerVilla, and more.
Included in the 360-degree relaunch is a roster of male and female ambassadors. The talent enlisted will tap into their strong digital presence and use his or her voice to redefine the cultural landscape. Further additions to the line-up will be announced to coincide with exclusive sneaker drops.
“Joey is the ideal partner as we relaunch Pony. We are excited to present a reinvention of styles that historically have had such a tremendous impact on sneaker culture to the new consumer, while invoking nostalgia in our original fans,” said Jamie Cygielman, CMO of the Iconix Brand Group.
