During my specialisation ‘Brands & Identity’ at the Amsterdam Fashion Institute I created a brand strategy and (re)design directions for the PONY sneaker collection. I translated the brief into a brand-map (in the form of a folded city map A2) and two collection guides.

Since I was not asked to design the collections, I gave conceptual design directions where the sneakers become a direct translation of objects, lining and structures of the New York streets (hence city-proof). These city-proof sneakers have been devided into two different collections: the Challenge collection, flexible to fit in daily routines and the Battle collection, a fully equipped collection to take on the toughest obstacles.