Reebok revamps logo to reflect fitness brand switch

Reebok has ditched the logo that once symbolised its ties to sports stars and elite athletes to seal its transformation into a fitness brand for amateur athletes.

Video: Reebok reveals new brand logo

The new “Reebok Delta” logo, which is already used on the company’s Crossfit products, is only the second major change to the sportswear brand’s logo in its 119-year history. It will be gradually introduced to the brand’s footwear and apparel from this month, while the old logo will only be seen on the Reebok Classic range.

The logo was last changed in 1986.

Matt O’Toole, chief marketing officer at Reebok, says the logo switch reflects the company’s move into the fitness category, a change that started to show signs of paying off in the second half of 2013. Reebok sales jumped 5 per cent year-on-year for the three months to September, the brand’s second consecutive quarter of growth after years of sales decline.

O’Toole says: “For 30 years we’ve been successfully making products for elite athletes in every imagineable sport, but what we haven’t been able to do is inspire enough people to move. It’s an invitation for us all to take part and fight against complacency for everyday people not just super stars and elite athletes.

“The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness.”

Reebok’s push to dominate the fitness category began in earnest in 2012 when owner Adidas revamped its marketing team around categories such as running and dancing. Since then, Reebok has gone on to overhaul its social media strategy and launch a fitness-focused global marketing campaign.

Reebok’s previous logo was once donned by thousands of professional athletes including Liverpool FC captain Steven Gerrard and NBA star LeBron James. The brand changed its marketing strategy in a bid to arrest declining sales with Adidas looking to use the brand as a way to compete with Nike in the fast growing fitness category.



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