Iconix acquires rights to Pony

By

Olivier Guyot

Published
Feb 4, 2015

Pony is joining Iconix’s brand portfolio. The American group has just acquired the North American rights to the US footwear brand from Symphony Holdings for 37 million US dollars (24 million pounds). Iconix has also retained the option to expand global ownership of the brand.

To carry out the acquisition, Iconix has partnered with Anthony L&S Athletics, which specializes in the design, development and distribution of footwear for brands such as Pony, Etonic (which is coming to Europe), as well as G-Star Raw and Levi Strauss. Iconix owns 75% of the joint venture and AL&S owns 25%, while remaining the brand’s core footwear licensee for the US and Canada.

Roberto Muller founded Pony in 1972 in New York with the support of Horst Dassler. Initially a brand dedicated to American sports, it has since found its place in the sneaker industry. 

Now it has joined brands such as Zoo York, Umbro and Ecko in Iconix’s portfolio. The group, which specializes in licensing, has also just acquired the brand Strawberry Shortcake for nearly 105 million US dollars (69 million pounds).

Like Iconix’s other cartoon brand, Peanuts, Strawberry Shortcake is well known in the United States as well as in several international markets. It already has a network of some 350 licensees worldwide.