Iconix Brand Group, Inc. (Badgley Mischka, Zoo York, Lee Cooper) announced that it has acquired the North American rights to the athletic brand Pony and related intangible assets in partnership with Anthony L&S (licenses G-Star Raw Footwear, Levi’s Strauss & Co Footwear) from Symphony Holding, Limited for $37 million.

The assets will be purchased through a newly formed subsidiary, which will be 75% owned by Iconix and 25% by AL&S. Iconix also has the option to expand global ownership of the brand and acquire further Pony assets.  In exchange for its 25% share in the partnership, AL&S contributed its previously held perpetual rights to the Pony brand in the U.S. and Canada and will be the core footwear licensee going forward.

"There is high demand for authentic athletic lifestyle brands," commented Seth Horowitz, COO of Iconix. "With PONY's strong brand recognition across both male and female consumers, we believe we can grow PONY throughout North America, creating a profitable multi-tiered distribution strategy similar to our other successful sports brands. Further, we plan to leverage our existing global platform as we explore opportunities in additional geographies."