Anthony L&S Athletics (aka AL&SA), in partnership with Samsung North America, has acquired a perpetual license for PONY North America from Symphony Holdings. The latter acquired controlling interest and majority share of PONY International LKLC in 2006.
This new agreement replaces a 2027 licensing agreement for PONY USA. The new deal will allow AL&SA to develop a complete, long-term strategy for the heritage sneaker and athletic brand in North America. Strategic apparel and accessories partnerships, distribution, product design and development, sales, marketing and e-commerce will be areas of focus.
“This licensing agreement provides PONY USA with a solid foundation to expand on its product and retail offerings, marketing strategies and e-commerce,” said Santino LoConte, principal of AL&SA – PONY North America, in a statement. “It will also serve to accelerate the renewed focus on our brand architecture–concentrating on the Product of New York messaging.”
Pony, which was founded in New York City in 1972 by Roberto Muller, plans to open its first retail store in New York City by fall of next year. PONY-USA was re-established in 2013.