Defining sport as fitness, Reebok is obsessed with helping people become their absolute best
As a major player in the sports, fitness, apparel and footwear world, the brand has repositioned where Reebok now focuses on fitness instead of specific sports and with their support of the CrossFit movement have brought in a new logo.
Since 2013 the red delta sign has been showing up on all of Reebok's fitness collections, with the brand phasing out the vector logo and replacing it with the delta symbol, which represents the three pillars of positive self-change: mental, physical and social.
As Reebok increases its presence in the fitness industry with functional fitness, running, yoga, dance and CrossFit, Reebok represents the positive and transformative change that fitness can have on a person's life when they push themselves beyond their perceived limits and embrace an active and challenging life.
"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. We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others," said Matt O'Toole, Reebok Chief Marketing Officer. "It's our symbol of change – an invitation to take part, and to unlock your true potential. It's not a logo, it's a symbol… a way of life."
It's a bold move switching up a logo as iconic as Reebok's, especially when it's served the brand so well, however, while the classics range will keep the vector, we believe the Delta is a fitting symbol in Reebok's quest to be the best fitness brand in the world.
In the same way that Reebok is seeking openings, running risks and shooting gaps they're inspiring confidence, igniting creativity, fostering collaboration and have committed to changing lives through the power of sport.