Pony x Joey Bada$$
Brand Strategy / Campaign Concept / Photoshoot / Video Production / Social + Digital Content Creation
Pony is a “Product of New York”
We are all Products of New York. We may not live there, but we thrive on its culture, its style, its attitude. It’s the birthplace of movements – in sports and music, social justice and style – where every spark of expression fuels a community of bright lights.
The Brand
PONY was founded in 1972 on Madison Avenue in New York City. In the a few short years, the brand was worn by championship athletes in every major sport, including the World Cup, NFL Super Bowl, MLB World Series and the NBA championship. Some 40 years later, the streets of New York may have changed, but the energy remains, more vital and vocal than ever before. It’s the same pulse that drives the evolution of PONY, across the court, through the streets, and into the future.
VIDEO
Launched with a video to one of his own tracks infused with bold animated graphics. The second video showcases a custom collection he designed and was shot in his old neighborhood near Prospect Park, Brooklyn NY. This video was purposely music-free for a more intimate conversation with Joey, and to amplify sounds of the New York City streets.
“I carry New York with me everywhere I go. It’s almost written across my forehead.”
— Joey Bada$$
Photography
Shot in an elevated fashion vibe over seamless color to accentuate Joey’s authentic personality and style. The assets were used across digital marketing, website takeovers, DTC e-commerce, Pony brand social media platforms as well as his Instagram account engaging millions of followers.
PONY x Joey Bada$$ Capsule Collection
Designed by Joey featuring his logo and custom colorways
Supporting Assets
They’re the PONY Nation.Passionately independent, but a community: athletes beside activists, dreamers among doers. They’re the influencers, the team captains and early adopters. They know the power of community and of having their own unique voice. They are a part of something, into everything, and their potential is limitless. We champion these individuals because their drive to win and journey to greatness is as real and authentic as the our brand.
