The Pony Rides Again (Pony International)

San Diego, CA,




The comeback is a main topic in today’s world. It happens all time along our life… among celebrities, politicians, athletes, and many others. What about the brands? Is it possible to do the same?“

Brands are in many ways ephemeral, making it hard to harness what they represent to consumers.” “Brands are a virtual entity that exists in people's minds.” “Launching a totally new brand requires creating the correct associations... Once you already have a brand that is established, it's much harder to change those associations.”  

While Pony was once known for formidable high performance and casual athletic footwear, on par with Adidas and Nike, it has expanded to sport apparel and streetwear: amazing sneaker, urban clothing and street culture! Most recently it is being considered a celebrity-driven brand, endorsed by non-athletes such as Snoop Dogg and porn star Jenna Jameson. Consequently, consumers perceive Pony in a different way: the older segment has the association of a sports brand, while the youth one considers it as a fashion brand. 

Like other worldwide successful brand re-launches such as the one of VW Beetle or that of Lacoste, it is an opportunity to re-establish the iconic Pony brand that everyone knows and remembers. The key is going beyond nostalgia, using the attractive and strength part of the product, and providing an added value which is offering improved products in an original way. “It is the old-school bringing it fresh to the new school. It is about giving love to the best of yesterday.”

 

So from today on, what is Pony International…? A successful brand in attempting its comeback story, being able to re-launch itself as a premier sports brand, with athlete endorsements and cutting-edge technologies, that appeals to both the adult and youth markets. Tradition but innovation. • Creativity but style. • Global but authenticity. High performance. Distinction. Lifestyle design. With its magic. It makes the brand connect with its target customers. 

More, near, next, and soon to come! - We are looking forward to getting to know you guys better. ;-)

Latest views

Marked as favourite