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Photos: PONY Partners With Complex Media to Design New 2009 Lifestyle Advertising Campaign

Posted on: Tuesday, 10 March 2009, 08:00 CDT

SAN DIEGO, March 10 /PRNewswire/ -- In this ever-changing climate, PONY International has decided to do things a little differently and tapped Complex Media, the media and publishing division of Marc Ecko Enterprises, to design the print creative for their 2009 lifestyle campaign.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090310/NY81323 )

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/pony/37418/

Leveraging their relationship with Complex will enable PONY to reach a very targeted consumer with lifestyle messaging that Complex thoroughly understands and caters to via its print and digital media properties. PONY's lifestyle campaign embraces its rich heritage by tapping into its Brooklyn roots.

The lifestyle campaign will launch with spread units and banner ads in mid-February in national print and online media outlets, including Complex, Vapors, Vice, Sole Collector, Antenna, Slam, Nicekicks.com, Hypebeast.com, Sneakerfreaker.com and more. In addition, PONY and Complex will create additional executions of this campaign through a series of special events throughout the year.

Complex Media utilized its in-house marketing and creative services department to design the new campaign, which pays homage to PONY's heritage as a staple in Brooklyn, New York, in the early 70s and 80s. The creative features the PONY "Feed the Cat" shoe as metaphoric subway trains, inspired by the Nostrand Avenue station on the Long Island Railroad in Brooklyn's Bedford-Stuyvesant neighborhood.

"I think that working with Complex has resulted in a creativity and an authenticity that encapsulates PONY," said PONY Marketing Director, Benjamin Woo. "The people at Complex are very talented, and they know exactly what sparks our consumer's interest. This combined with our in-house ingenuity makes this campaign organic, fresh and completely PONY."

"With everything going on in our world today, you have no choice but to adapt and change. Our collaboration with Complex has really brought to life our heritage at PONY, which truly distinguishes us as a brand, and celebrates our legacy while bringing our distinctive product to life," added PONY President Kevin Wulff.

About PONY

PONY was founded in 1972 and quickly became one the most distinctive Sports brands in the world. Among the many athletes who wore PONY shoes were Pele, Muhammad Ali, George Foreman, David Thompson, Darryl Dawkins, Spud Webb, Dan Marino, Lawrence Taylor, Reggie Jackson, Tracey Austin and most recently Randy Moss and Wilson Chandler. Pony is a designer, distributor, and marketer of high performance, athletic and lifestyle footwear and apparel for men, women, and children.

About Complex

Complex Media LLC, the publishing and new media division of Marc Ecko Enterprises, is the leading provider of music, style and lifestyle content dedicated to emerging trends for young men. The company launched in 2002 with Complex magazine, a men's style guide and lifestyle publication with a circulation of 345,000 and launched the Complex Media Network in August 2007. The Complex Media Network is a vertical ad network consisting of 22 Web sites: Complex.com, Slamxhype.com, Nicekicks.com, Bastardly.com, Nahright.com, Karmaloop.com, Onsmash.com, Complexvideo.com, Dasgamer.com, and Planetxbox.com, Thehundreds.com, Dailydrop.com, Streetball.com, Pastapadre.com, Sarcasticgamer.com, Sneakernews.com, Kicksfinder.com, Highsnobiety.com, Oliviamunn.com, 12ozprophet.com, Vladtv.com and Vdream.com generating over 116 million page views and over 7.8 million unique visitors per month.

SOURCE PONY International

Source: PR Newswire

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