Iconix Brand Group, the rapidly expanding American brand licensing company, has acquired the North American rights to the Pony brand in partnership with Anthony L&S Athletics for $37 million from its owner, Symphony Holdings of Hong Kong.
The rights will be managed by a new company in which Iconix and AL&S will have respective shares of 75 and 25 percent. Iconix will have the option to acquire Pony assets in other territories around the world. In exchange for its shareholding, AL&S will give up its ownership of the Pony rights in the U.S. and Canada, but will act as the brand's core licensee for footwear.
Iconix owns or licenses many other brands including Candie's, Buffalo, Ed Hardy, Rocawear, Starter and Umbro. AL&S owns or licenses Etonic, G-Star Raw and other brands.
Pony started as an athletic footwear brand in New York in 1972. It has gone through various owners including Adidas and a former top manager of Reebok. It has been repositioned lately as a classical brand of sneakers.