In the world of sports fashion, heritage brands such as Reebok, Starter, and Champion are making a comeback, and PONY is eager to join the resurgence. Founded over 50 years ago in New York City by Roberto Muller, with financial backing from Adidas chairman Horst Dassler, PONY quickly rose to prominence as one of the top footwear brands in the industry. Its shoes were worn by key players in various sports leagues such as the NBA, NFL, MLB, soccer, and boxing.
During its peak, PONY boasted sales of around $800 million. However, the brand changed ownership multiple times over the years, with Iconix Brand Group acquiring the North American rights in 2015 for $37 million. In 2022, Iconix also secured the rights for the rest of the world, except for mainland China. Under the leadership of Robert Galvin, Iconix’s CEO, PONY is now gearing up for a relaunch with the ambitious goal of reaching $500 million in sales in the near future.
Galvin, who took the helm of Iconix in 2018, oversees a diverse portfolio of 30 brands with sales exceeding $5 billion in over 100 countries. Among the labels owned by the brand management company are Ecko Unltd., Candie’s, Rocawear, Ed Hardy, Danskin, and Zoo York. The PONY relaunch began with footwear in 2023, with licensee Genesco introducing new styles to the market. While the shoes performed well, the focus has now shifted to apparel.
Reason Clothing has been signed as the licensee for PONY’s apparel line, with a strong emphasis on specialty stores. Although basic apparel items like T-shirts and hoodies have already been released, the major push is expected to happen next year. With Iconix now holding the rights for PONY in all markets except China, the brand’s messaging will be consistent worldwide, ensuring a unified brand image.
While PONY is best known for its sneakers, the brand is currently skewed towards menswear, with plans for a significant expansion into women’s apparel. Galvin also aims to tap into new markets like India through licensed partnerships with various companies around the globe. High-profile collaborations and brand activations will continue to be a key strategy for PONY, building on past partnerships with Star Wars, comedian Ricardo Perez, and fashion designer Mauro Garfias.
Despite its strong connection to soccer, PONY’s focus remains on sportswear rather than technical products, positioning itself as „rooted in sports but made for the street.“ Galvin acknowledges that PONY currently has more „mindshare than closet share,“ but he is confident that targeting younger consumers will help the brand find its niche. In the U.S., PONY’s apparel is stocked at retailers like Selfridges, Liberty, and Urban Outfitters, with plans to expand into larger stores like Macy’s.
Looking ahead, Galvin revealed that Iconix is exploring potential acquisitions to add to its portfolio, with a recent purchase of British streetwear label Hoodrich. While operating in a similar fashion to big brand management firms like Authentic Brands Group, Galvin sees opportunities in niche brands that may not appeal to larger operators. With a clear vision and strategic partnerships in place, PONY is poised for a successful comeback in the competitive world of sports fashion.