SBD/March 4, 2014/Marketing and Sponsorship

Reebok Rolls Out New Delta Logo As Part Of Brand's Emphasis On Fitness

Reebok is "scuttling the logo that once graced hundreds of professional athletes as it embraces what it is calling the sport of fitness," according to Natalie Zmuda of AD AGE. It is "only the second major logo change in the brand's 121-year history." The new delta logo, which has been "used on some of the company's Crossfit gear, will be rolled out broadly on footwear and apparel" this month. As the brand has "ceded deals with professional leagues" to its parent company, adidas, it has "embraced Crossfit, yoga, dance and aerobics, as a means to grow its business." The new logo "coincides with the brand's 'singular' focus on fitness." Zmuda noted while sales at Reebok "have been sluggish in recent years, the brand is showing some signs of improvement" (ADAGE.com, 2/28). In Boston, Chris Reidy noted Reebok in October "opened a FitHubs store" in Braintree, Mass., "among the first of 10 such stores planned for the East Coast." The new store concept "mixes retail with regularly scheduled exercise classes" and is "the latest step in Reebok’s effort to return to its personal fitness roots after a less successful foray into team sports shoes and apparel" (BOSTONGLOBE.com, 2/28).
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