PONY has a 45-year history in sneakers, and relaunches this week with a campaign featuring Joey Bada$$ called “Product of New York”.

The New York rapper models the brand’s Fall 2017 collection, which reintroduces iconic silhouettes reimagined with a contemporary spin, modern tooling and new colors, fabrics and materials.

In the imagery above, Joey sports a range of looks, including the white Topstar with the brand’s black chevron, PONY’s new patent-leather high tops, in both burgundy and stark white; and a tonal nude Topstar.

“I carry New York with me everywhere I go. It’s almost written across my forehead,” Joey says. “I am a product of New York, working with Product of New York and there are so many parallels between myself and the brand. The fact that it’s an OG classic brand, and that’s basically my sound – OG, classic, timeless – I just thought it was a match made in heaven”.

The new PONY Topstar drops this week at select retailers, including Urban Outfitters, Zumiez, SneakerVilla.