We were mid-global pandemic, consumer behaviour was changing rapidly, in a rapidly changing world. Was this the right time to bring back a 70’s brand with a new relevancy in what is a highly competitive market place? Hell yes!
Pony’s original consumers had grown-up somewhat since PONY’s 1980’s peak, so we were now potentially looking at a whole new market of consumers.
We broadened our research, speaking to consumers across the generations and focused on 2 key global regions. What we found was that no matter what age and what location, consumers wanted to feel comfortable expressing their individuality and had their own attitude. Too many sports brands currently operating in the market made consumers feel they had to fit a certain mould in order to wear their brand – it was time to change that.