{"id":17341,"date":"2017-08-16T12:23:42","date_gmt":"2017-08-16T16:23:42","guid":{"rendered":"https:\/\/multi.nycnewsnetwork.com\/brooklynbuzz\/brooklyn-rapper-joey-bada-part-of-pony-brand-re-launch\/"},"modified":"2017-08-16T13:06:35","modified_gmt":"2017-08-16T17:06:35","slug":"brooklyn-rapper-joey-bada-part-of-pony-brand-re-launch","status":"publish","type":"post","link":"https:\/\/nycnewsnetwork.com\/brooklynbuzz\/brooklyn-rapper-joey-bada-part-of-pony-brand-re-launch\/","title":{"rendered":"Brooklyn Rapper Joey Bada$$ Part of PONY Brand Re-Launch"},"content":{"rendered":"<div class=\"row\">\n<div class=\"col-sm-10 col-sm-offset-1\">\n<p>Iconix Brand Group, Inc. \u00a0announced that PONY, the original sneaker brand with a 45-plus year history of influencing\u00a0<span class=\"xn-location\">New York\u2019s<\/span>\u00a0culture of cool, relaunches this week with a marketing campaign entitled, \u201cProduct of\u00a0<span class=\"xn-location\">New York<\/span>,\u201d under its namesake. The campaign creative is intended to honor the city that has long defined the brand and its highly-coveted sneaker collections. \u00a0To celebrate the relaunch and modernization of PONY\u2019s iconic Topstar sneaker, which was integral in the creation of present-day sneaker culture, the brand collaborated with\u00a0<span class=\"xn-location\">Brooklyn<\/span>\u00a0hip-hop superstar and actor Joey Bada$$, who served as both the perfect muse and model for the fall collection.<\/p>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-sm-10 col-sm-offset-1\">\n<p>\u201cI carry\u00a0<span class=\"xn-location\">New York<\/span>\u00a0with me everywhere I go. It\u2019s almost written across my forehead. I am a product of\u00a0<span class=\"xn-location\">New York<\/span>, working with Product of\u00a0<span class=\"xn-location\">New York<\/span>\u00a0and there are so many parallels between myself and the brand,\u201d commented Joey Bada$$ on the partnership. \u201cThe fact that it\u2019s an OG classic brand, and that\u2019s basically my sound \u2013 OG, classic, timeless \u2013 I just thought it was a match made in heaven,\u201d he continued.<\/p>\n<p>When PONY first appeared in 1972 the brand created casualwear lightyears before athleisure would be formally admitted into the dictionary. PONY was built in\u00a0<span class=\"xn-location\">New York\u2019s<\/span>\u00a0image, which is to say it was equal parts ambitious, edgy and energetic \u2013 the sneakers were designed to keep up with the fast-paced motion of the city streets and 40 years later the streets of\u00a0<span class=\"xn-location\">New York<\/span>\u00a0may have changed but the energy remains, more vital and vocal than ever before.<\/p>\n<p>With the resurgence of retro brands flooding the athleisure space, PONY offers a unique point of view through the brand\u2019s\u00a0<span class=\"xn-location\">New York<\/span>\u00a0lens. The fall campaign creative, shot in-studio against a clean background, intentionally focuses on the brand\u2019s authentic face, Joey Bada$$, and the footwear. Joey is photographed in a range of looks, including the white Topstar with the brand\u2019s black chevron, which the artist distinctively styled with a basic tee and tartan suit. He is also shot in PONY\u2019s new patent-leather high tops, in both burgundy and stark white, as well as a tonal nude Topstar.<\/p>\n<p>The brand\u2019s 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 new PONY Topstar, once worn by legendary PONY athletes\u00a0<span class=\"xn-person\">Dan Marino<\/span>\u00a0and Pele, and now worn by icons of culture like Joey Bada$$, will be available starting this week at retailers such as Urban Outfitters, Zumiez, SneakerVilla, specialty boutiques and more.<\/p>\n<p>\u201cJoey is a force in entertainment, music and fashion, whose\u00a0<span class=\"xn-location\">New York<\/span>\u00a0roots and relaxed yet purposeful sense of style make him the ideal partner as we relaunch our PONY brand,\u201d stated\u00a0<span class=\"xn-person\">Jamie Cygielman<\/span>, chief marketing officer of Iconix Brand Group. \u201cWe\u2019re excited to present a reinvention of the brand\u2019s classic styles that historically had such a tremendous impact on sneaker culture to a new consumer, while also invoking nostalgia in original PONY fans,\u201d she continued.<\/p>\n<p>Additionally, Joey Bada$$, who released his sophomore album\u00a0<i>All-AmeriKKKan Bada$$\u00a0<\/i>this past April through his Pro Era label and appears in USA network\u2019s hit show\u00a0<i>Mr. Robot<\/i>, is also collaborating with the brand on a signature footwear collection, inspired by his connection to\u00a0<span class=\"xn-location\">New York<\/span>, which will be previewed later this year. Through the brand\u2019s integrated partnership with the artist, he will also take PONY fans behind-the-scenes as he hits up his favorite\u00a0<span class=\"xn-location\">New York<\/span>\u00a0hotspots and backstage as he prepares for upcoming performances.<\/p>\n<p>Included in the 360-degree brand relaunch will be a roster of male and female ambassadors, all with a meaningful connection to\u00a0<span class=\"xn-location\">New York<\/span>, as well as a strong digital presence and a desire to use his or her voice to redefine the cultural landscape. Announcements of additions to the ambassador line-up will coincide with exclusive sneaker drops.<\/p>\n<p>To stay up to date with PONY\u2019s latest sneaker drops and ambassadors, please visit PONY.com and follow the brand on its social media platforms via its handles @PONY on Instagram and Facebook and @PONYBrand on Twitter.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Iconix Brand Group, Inc. \u00a0announced that PONY, the original sneaker brand with a 45-plus year history of influencing\u00a0New York\u2019s\u00a0culture of cool, relaunches this week with a marketing campaign entitled, \u201cProduct of\u00a0New York,\u201d under its namesake. The campaign creative is intended to honor the city that has long defined the brand and its highly-coveted sneaker collections. [&hellip;]<\/p>\n","protected":false},"author":5893,"featured_media":17342,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[30],"tags":[],"class_list":["post-17341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arts-and-culture"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brooklyn Rapper Joey Bada$$ Part of PONY Brand Re-Launch - Brooklyn News and Events<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nycnewsnetwork.com\/brooklynbuzz\/brooklyn-rapper-joey-bada-part-of-pony-brand-re-launch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brooklyn Rapper Joey Bada$$ Part of PONY Brand Re-Launch\" \/>\n<meta property=\"og:description\" content=\"Iconix Brand Group, Inc. \u00a0announced that PONY, the original sneaker brand with a 45-plus year history of influencing\u00a0New York\u2019s\u00a0culture of cool, relaunches this week with a marketing campaign entitled, \u201cProduct of\u00a0New York,\u201d under its namesake. The campaign creative is intended to honor the city that has long defined the brand and its highly-coveted sneaker collections. 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