Reebok Reveals New Primary Logo to Further Push Fitness Brand Positioning

As part of its goal to transform itself into a fitness brand for amateur athletes, Reebok has unveiled a new logo.

Representing only the second major change to Reebok's logo in its entire 119-year history (the last chance occurred in 1986), the new "Reebok Delta" logo was already in use for the sportswear brand's Crossfit products. From this month, it will now be gradually introduced to the company's footwear and apparel lines, while the old logo will only be used for the Reebok Classic range.

Reebok has stated that the logo switch reflects their move into the fitness category which began in 2012 when owner Adidas rearranged its marketing team around categories such as running and dancing. Since then, the Reebok brand has launched a fitness-focused global marketing campaign and undergone a major overhaul to its social media strategy.

This strategic move started to pay off in the second half of 2013, when Reebok sales rose by 5% year-on-year for the three months to September - this was their second consecutive quarter of growth after years of slumping sales.

Chief Marketing Officer at Reebok, Matt O'Toole, commented: "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. 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."

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