Pony: the New Yorker icon brand of 70s sportswear
In 1972 in Manhattan, Roberto Muller founded Pony, a brand of sneakers and sportswear. Thanks to the constant involvement of testimonials and icons from the 1980s, the brand quickly established itself on the global market. David Thompson, Pelé, Dan Marino and Regg Jackson, together with over 200 NBA stars are just some of the names that have collaborated with Pony.
However in the 90s, a downfall period began for Pony which resulted in the total disappearance of the brand from the European market.
Reintroduction into the European market
In 2017 Baco srl began to deal in Pony products in Europe.
From that moment, we have been working together with a unique main goal: the recreation of the brand heritage across the whole continent.
How to achieve it? In collaboration with Davide Turcati, we decided to reconquer the European market developing new partnerships with artists and sports celebrities, recalling the strategy of Muller.
In Italy, the brand image has been restored with the help of testimonials from Fabri Fibra, Frah Quintale, Laboratorio 17 and many others soon to be revealed.
All the partnerships were supported by the social networks of the brand, which were created from scratch, and utilised ad hoc contents and photo shoots.
The target? The Urban Warriors: the generation between the babyboomers and the millenials which is close to the street culture, symbol of Pony.
Thanks to this rebranding and communication strategy, Pony has reached more than a half million people.