In what’s only the second major change to the brand’s logo in its 121-year history, Reebok is debuting a new delta logo to be used on the company’s Crossfit gear.
The change is part of the brand’s move away from associating itself with professional athletes and towards what spokesmen call the sport of fitness.
‘For 30 years we’ve been successfully making products for elite athletes in every imaginable sport, but what we haven’t been able to do is inspire enough people to move,’ said Reebok Chief Marketing Officer Matt O’Toole in a promotional video on YouTube.
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‘It’s an invitation for all of us to take part and fight against complacency for everyday people not just super stars and elite athletes,’ he said.
Founded in the United Kingdom, Reebok apparel featured a Union Jack flag from 1895 until 1986. It has featured a vector log ever since, but that insignia will now be phased out on all products with the exception of Reebok Classics, Ad Age reports.
The new delta logo will get a broad release on both footwear and apparel later this month.
Though Reebok has long partnered with and endorsed professional athletes in basketball, baseball, football, soccer, tennis, and hockey, it has repositioned itself in recent years. It gave up its NFL sponsorship deal in 2012. It has also bowed out on deals in favor of parent company, Adidas.
New look: Reebok’s new Delta shoes will focus on reaching the fitness market
Health conscious: ‘What we haven’t been able to do is inspire enough people to move,’ said Reebok Chief Marketing Officer Matt O’Toole
As professional connections dwindled, Reebok turned to making itself known as a brand for Crossfit, yoga, dance, and aerobics.
‘The Reebok Delta has three distinct parts each representing the changes — physical, mental and social — that occur when people push themselves beyond their perceived limits and embrace an active and challenging life,’ Reebok said in a press release.
After years of slow sales, Reebok saw a retail jump of 5 per cent in the most recent quarter. Executives claim the brand would see growth for the full year.