By Barry Janoff
February 28, 2014: Reebok, the sportswear and athletic shoe company that has had a desire to perspire since 1895, has unveiled a company-wide logo that "represents the positive and transformative change that fitness can have on a person's life."
The new Reebok Delta logo "signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness," Matt O'Toole, global CMO for Reebok, said in a statement. "We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others. It is 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."
The new brand-mark will appear on footwear and apparel across all fitness disciplines supported by Reebok, including training, running, outdoor, yoga, dance and aerobics. It also will replace the former logo in all marketing efforts.
Reebok, which has had close ties to basketball and is the official outfitter for the NHL, has made significant inroads into the categories of cross-fitness and extreme competitions over the past few years. The brand, a division of adidas, is title sponsor of the Spartan Race series, has a deal with Les Mills International workout facilities and operates its own CrossFit Games.
To coincide with the new logo, Reebok unveiled a spot with the theme, "Fitness in Motion," which "showcases the relationship between the movement of the body and Reebok product during fitness moments."
Featured in the 60-second spot are CrossFit Games competitors Garrett Fisher and Lindsey Valenzuela, Olympic middle distance runner Carrie Tollefson, Spartan racer Hunter McIntyre and Tara Stiles, an internationally known Yoga instructor and author. Each of the participants also gets their own 30-second breakout spot.
Reebok was named one of the Top Ten Sports Marketers of the Year in 2013 by NYSportsJournalism.
In 2012, Reebok proclaimed via a marketing campaign, "The Sport of Fitness Has Arrived," which included NFL quarterback Peyton and Eli Manning not on the field but in exercise and workout scenarios.
According to O'Toole, "At Reebok we know first-hand what kind of impact embracing a fitness lifestyle can have on not only an individual, but those around them – the community as a whole . . . Our ambition has led to a major change in corporate culture at Reebok headquarters here in Canton, Massachusetts.
"We're tougher, grittier, healthier, more productive," said O'Toole. "A better Reebok. And we know this can happen anywhere with the right attitude and approach to life. This is what our new brand mark stands for."
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