Pioneering New York Brand, PONY, Embarks On A Revival
Photo Courtesy of PR Newswire
Athleisure, before its current dominion over the mainstream, was only a blip in fashion. Casual wear and sneakers were relegated to the court and rarely seen on the streets. One exception, and the predecessor to the influx of modern athleisure wear was the New York-based brand PONY (Product of New York).
Founded by businessman Roberto Muller and financed by Adidas founder Horst Dassler in 1972, the brand became a leading sneaker company within a decade. Famously seen on numerous athletes during several championship games, including the Oakland Raiders during their Super Bowl XI win and Celtics player and MVP Cedric Maxwell at the 1981 NBA Finals win for Boston. Celebrity endorsements quickly piled up and PONY sponsored athletes from Pelé to Muhammed Ali.
Photo Courtesy of Iconix International
The company expanded to include apparel including streetwear and sportswear. PONY has designed kits for football teams across the globe such as Paris Saint-Germain F.C., West Ham United and Southampton.
After several decades of being shelved from the limelight, PONY re-launched in 2017 under the Iconix Brand Group. A revival and modernization of past sneaker collections, the campaign titled “Product of New York” partnered with rapper Joey Bada$$ to promote the brand. The product of a bygone era of New York, PONY encapsulates the trend of retro or vintage aesthetics merging with streetwear.
In 2022, PONY also released a limited-edition version of the iconic M-100 sneaker in celebration of the brand’s 50th anniversary. It was a modernization of an iconic sneaker that represented PONY’s creative yet adaptable and functional spirit. Hypebeast called the reiteration “reflective of this ethos and 50-year heritage and is now being introduced to a whole new generation of authentic trailblazers.”
Photo Courtesy of Wonderland Magazine
In December 2023, the “Product Of” campaign was launched which served as a homage to New York City and PONY itself, from past endorsements to archival collections. The campaign intended to “pay homage to [PONY’s] roots while tapping into a rich tapestry of New York talent.” Continuing the long-standing tradition of sponsoring athletes, the campaign featured boxer Kurt Scooby and several other New York figures.
PONY’s both in the mainstream and fashion industry reflects a full circle in fashion history. The company emerged and achieved major success at a time when streetwear had little respect or recognition. After a period of decline, it now emerges at a time when athleisure and casualwear is at its peak. Only one question remains: Will PONY recreate its past success and hype?
Article by Sneha KC, Contributor, PhotoBook Magazine
Tearsheets by Alexa Dyer, Graphic Designer, PhotoBook Magazine
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