Reebok Intl. Ltd. (Canton, Mass.) is changing its logo, for only the second time in the brand’s 121-year-old history.
The sports apparel and equipment brand will add a delta symbol to its name, getting rid of the vector symbol it adopted in 1986.
Reebok, which has long played in the arena of official sports outfitter with athlete endorsements, has increasingly associated its brand with crossfit, yoga, dance and aerobics as a means to grow its business.
The new logo, which has been used on some of the company's Crossfit gear, will be rolled out broadly on footwear and apparel this month.
“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,” chief marketing officer Matt O'Toole said in a video posted on YouTube. “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.”
Reebok says the new logo coincides with its focus on fitness. “Through the millennia the delta has been a symbol of change and transformation,” the company explained in a press release. “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.”