LOS ANGELES, Mar 23, 2009 / FW/ — While other brands are relying on celebrity endorsers, Pony International, makers of Pony shoes bucks the trend by making their shoes the star of its 2009 lifestyle advertising campaign.
Tapping Complex Media, the media and publishing division of Marc Ecko Enterprises, to design the print creative, Pony is trying to reach a very targeted consumer with spread units in national and online media outlets including Complex, Vapors, Vice, Sole Collector, Antenna, Slam, Nicekicks.com, Hypebeast.com, and Sneakerfreaker.com by mining its brand’s Brooklyn roots.
Founded in Brooklyn in 1972, Pony quickly became one of the world’s most dominant and recognized sports brands during the 1980s. Pele, Dan Marino, Lawrence Taylor, Earl Campbell, Reggie Jackson, Willie Stargell, Tracy Austin, Earl Monroe, Spud Webb, Darryl Dawkins, Muhammad Ali all wore the Pony Chevron.
With this new campaign, Pony’s vision is to captivate a new generation by focusing on footwear product leadership and excellence. The Pony brand and its products want to inspire emotion, passion and status for sport and youth culture
To strengthen the message, PONY and Complex will create additional executions of this campaign through a series of special events throughout the year.
[MARIKIT YAMATO]
Photo courtesy of Pony
