Pony International announced the re-launch of the famous footwear company once known for iconic performance and creativity with "Back In the Game," a clever marketing campaign designed to return the once category leader back to prominence.
"The Pony brand has always been a classic. From its incubation on the streets of New York to the way it once ran the floors of professional arenas. We're eager to show the world that Pony is once again 'Back In the Game,' commented Pony CEO Kevin Wulff. "From the form and function upgrades we've made to our products, to our new marketing campaign, we are now delivering on all cylinders."
Born in Brooklyn in 1972, Pony quickly became the premier sports brand of the 70's and 80's with legendary pitchmen such as Muhammad Ali, Dan Marino, Reggie Jackson and Pele.
Wulff and industry icon, Lead Shoe Designer Kyle Pulli, both acknowledged the vintage roots of the brand and aimed to focus on performance to compete with industry leaders Adidas and Nike. "The inspiration for the product and 'Back In the Game' is not to be different, but to be better and original," says Benjamin Woo, Marketing Director for Pony International.
Pony's 2008 product line-up introduces three collections: PERFORMANCE, VINTAGE and PLAY. The PERFORMANCE Collection is aptly named for its dedication to creating high quality products for the modern-day athlete. The VINTAGE Collection is a return to Pony's roots with classic models that pay homage to its storied history. The PLAY Collection is designed to serve as the balance between performance and classic lifestyle designs. "Each of these collections highlight the signature Chevron logo focusing on an anti-establishment approach not marred with needless gimmicks," says Pulli, the former Creative Director of Basketball at Adidas.
Wulff, the former President of Nike Americas, joined Pony in July of 2007 and began to identify the cast he needed to design, market and manage the multi-national footwear brand. In conjunction with Fishtank Brand Advertising, marketing efforts culminate with the launch of the Back in the Game campaign in national TV, print, digital and retail media. In addition to a revamped product line and an all-star team, Pony will launch a new, robust website featuring its footwear collection, exclusive video, blog commentary and more, created by POD Post-Digital. The March blitz will take advantage of the basketball-crazed month, and coincide with new product releases in premium footwear channels such as Foot Locker, Footaction, Champs Sports and Eastbay.
Pony was founded in 1972 and quickly became one the most distinctive Sports brands in the world. Among the many athletes who wore Pony shoes were Pele, Muhammad Ali, George Foreman, David Thompson, Darryl Dawkins, Spud Webb, Dan Marino, Lawrence Taylor, Reggie Jackson, and Tracy Austin. Pony is a designer, distributor, and marketer of high performance and casual athletic footwear and apparel for men, women, and children utilizing the tagline "Back in the Game". For more information on Pony International or its products, please visit the Pony Blog