Looking at those numbers it appears that the rebrand is resonating with consumers. Just a few months after the launch of the new branding, Adidas Group have released their Q2 financial results, announcing a 9% growth and sales up by 22%. We want to turn the fitness world on its head and our job in that is to provide the gear. Matt O’Toole, Global Head of the Reebok brand said, “We want to be the new form of fitness, rejecting the mirrors, machines and solitary type of fitness by introducing the world to a more socially engaging form of fitness. Reebok have set out an ambitious vision to bring the human element back to fitness. That’s pretty encompassing and ties in to the desire by consumers for better, healthier lives. What’s interesting is that they are consciously focussing on the core of their business but instead of calling it ‘sport’ they are calling it ‘fitness’. And the sport they are focusing on now? Fitness. With a new ambition, Reebok is no longer a product company for the elite athlete, but a company for everyone. Not just a logo, Reebok told us, the Delta is a symbol for a new way of life and at its core, represents change. Which is exactly what they did when they introduced us to their new logo, the Delta. However, in order to be a big player in the industry they needed to realize their potential and make a big change. Historically, Reebok has been a product company and have developed sport specific products for top athletes, letting those trickle down into the main stream and creating a brand that way. In Reebok’s rebrand, the business was looking for a way to appeal to a broader audience. The sports apparel industry is a competitive one with big players such as Nike, Under Armour and Reebok’s very own parent company Adidas jostling for the top position. Reebok was founded in 1895 and has been a subsidiary of Adidas since 2005. Most of the pictures are screenshots from the official Reebok video, the logo design evolution was found on Grapheine and the featured picture on Creatividads.Reebok, the global sports brand, rebranded back in March 2014 with more than a new logo, they rebranded with a completely new ethos for their company. References: Bloomberg, Reebok Official Website, Reebok Cross Fit BCN, Grapheine, Branding Magazine. What about you, what do you think about this change in Reebok’s logo design? From my point of view it clearly represents the CrossFit movement and it is also totally in line with Reebok’s market shift towards the fitness orientated market-niche. Some people might think his new symbol used by Reebok isn’t that creative. This original logo was then significantly redesigned in 1986 with the use of the famous “vectorial” symbol. First of all there was the Union Jack flag, which portrayed the company’s beginnings in England in 1895. The Reebok Delta is the third symbol used by the brand. The three sides of the CrossFit Delta chosen by Reebok represent the physical, mental and social changes that occur when people practice hard. Today the brand does not focus on speed and performance but on change and transformation. “It’s not a logo it’s a symbol… a way of life”, explains the brand in its official press release.
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How to screenshot on pc windows 10 So why this new logo? Also today, no other brand focuses on the needs of these specific consumers. Because CrossFit fanatics tend to purchase a lot of sport clothing and accessories, this new target market could be very profitable for Reebok. and Europe in recent years as people get hooked up on both its speed and being pitted against others”.
Julie Cruz explains that CrossFit, “has seen its popularity swell in the U.S. It helps achieve several goals (weight loss, strengthen and tone muscles, increase cardiovascular fitness) by focusing on all physical skills equally. In order to increase sales and differentiate the brand from Adidas and Nike, the company decided to launch a new branding strategy by focusing on an emerging niche market: the CrossFit movement.įor those who have never heard of CrossFit, this term has been defined by the Reebok CrossFit BCN website as a new training program devised by fitness experts in the US. However since then, Reebok hasn’t been very profitable. In 2006, the brand was purchased by Adidas for 3.8 billion dollars. is known to be a “leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment”. According to its official website, Reebok International Ltd.