A sneaker gets a new name and a pony hair upper, but it’s still the same shoe
Branding is the real upgrade in this latest sneaker collaboration.
The story
Adidas and Wales Bonner are releasing a new fall 2026 collection with premium versions of classic sneakers, including a rebranded Adidas BW Army model, with prices ranging from $200 to $220.
Source: wwd.com
Our reading
The Adidas PW Pony is just the BW Army with a new name and a pony hair upper, which somehow makes it more desirable. It’s like giving a basic burger a gourmet label and charging double, but with less actual meat and more pretension.
People will line up for it, not because it’s different, but because it’s branded as exclusive. The real trick isn’t the materials—it’s the fact that the same shoe exists under a different name, and suddenly it’s a must-have.
The PW Pony is a reminder that in fashion, the only thing that matters is the story you tell about the shoe, not the shoe itself.
