Sep 13, 2019 | By Athena Chen
Dec 21, 2017
By Nigel Taylor
US youth footwear brand Pony has named rapper Joey Badass as its first-ever creative director, building on its relationship with the Brooklyn-born artist.
The 22-year-old rapper starred in the label’s autumn 2017 ad campaign and collaborated with the brand on the Topstar style. He now appears in the label’s latest campaign, shot in Prospect Park and at other Brooklyn locations.
This new job title announcement coincides with Joey Badass’ first collection for Pony named ‘Pro Era’ after the music collective he founded with rapper CJ Fly, Powers Pleasant and the late Capital Steez.
The four-sneaker capsule features the classic Pony chevron and suede construction in yellow, red and green, retailing for $75 at Urban Outfitters, Zumiez and the Pony website. A burgundy sneaker, named Bada$$, will launch in February.
“Being crowned the first creative director of Pony… it feels amazing to receive that title with a brand that is in sync with who you are,” he said. “It’s pure synergy. This is some classic, authentic, vibe: that’s how I feel. I am a ‘Product of New York’ and I plan to keep bringing my inspirations and background to Pony naturally.”
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.