Pony Int'l Chooses Complex Media For New Ad Campaign

Pony Int'l's New Ad Campaign Pays Homage To Its Association With Brooklyn

Pony Int'l, which had "formerly tapped Fishtank, San Diego, for creative, is working directly with Complex Media," the media unit of fashion designer Marc Ecko's Marc Ecko Enterprises, for a new campaign that broke last month, according to Lucia Moses of BRANDWEEK. Pony Int'l Marketing Dir Benjamin Woo said that the reasons for the switch were "tactical as well as financial." Ads in the campaign "pay homage to Pony's association with its Brooklyn, N.Y., birthplace by placing the FTC shoe against iconic Brooklyn backdrops." The ads, in addition to appearing in Complex magazine and on Complex' Web site, also are "running in non-Complex owned magazines aimed at young men, like Vapors, Vice, Sole Collector and Slam," as well as on "style Web sites like Hypebeast.com and Sneakerfreaker.com." Moses noted the campaign will "continue through the end of the year" (BRANDWEEK.com, 3/9).

MAD MARCH: WOMEN'S WEAR DAILY's Jocelyn Anderson reports adidas is launching a new campaign titled, "March is a Brotherhood." Part of the campaign will be a "special web video series" that will feature Celtics F Kevin Garnett, Magic C Dwight Howard, Rockets G Tracy McGrady and Hawks F Josh Smith -- all of whom entered the NBA directly out of high school -- "looking at college basketball's importance for the game." In the campaign, Garnett "visits UCLA, Howard goes to Kansas, McGrady heads to Louisville and Smith looks at Pitt." adidas is also marketing its Mad Clima shoe, which "comes in three versions with the logos for UCLA, Kansas and Louisville" (WWD.com, 3/10).