After re-launching the brand, ’Pony’ in the footwear category in 2023, the Iconix Brand Group plans to re-introduce the brand in the apparel segment with a target of reaching $500 million in sales in the near future.
Founded over 50 years ago in New York City by Roberto Muller, with support from Horst Dassler, Chairman, Adidas, Pony soon became a popular footwear brand among athletes across various sports. At its peak, Pony's sales reached around $800 million. Iconix acquired the North American rights for the brand in 2015 for $37 million and expanded to the rest of the world, excluding mainland China, in 2022.
Iconix recently signed Reason Clothing, a company known for its strong connections with specialty stores, as a licensee for the relaunch with a major apparel push planned for next year.
To complement Pony’s footwear, Robert Galvin, CEO, Iconix Brand Group, aims to introduce ‘hip apparel’range. Currently, the brand’s offerings comprise 70 per cent menswear and 30 per cent womenswear. However, it plans to expand its womenswear range with plans to venture in India also.
Pony will continue to leverage high-profile collaborations, such as partnerships with Star Wars, Mexican comedian Ricardo Perez, fashion designer Mauro Garfias, and events like the hip-hop festival Summer Jam and New York City's Hot 97. The brand has also been involved in community projects, such as reopening a skatepark in Luque, Paraguay.
Pony’s apparel is available at major retailers like Selfridges, Liberty, and Urban Outfitters abroad. In the US, the brand aims to expand through sports specialty stores and larger retailers like Macy’s. Iconix is also exploring six to eight potential acquisitions to further expand its portfolio, with its most recent purchase being the British streetwear label Hoodrich.
