Since 1895 Reebok has changed their logo once. However, they are adding a new revision to their iconic logo—from the British flag, to the iconic vector logo, to the brand new “delta” logo. Matt O’Toole, Reebok Chief Marketing Officer explained the role the new logo has on the future of athleticism, with saying, “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 all of us to take part and fight against complacency for everyday people not just super stars and elite athletes” (Zmuda, 2014).
Nike is also an athletic brand that has decided to market towards the everyday athlete instead of just professional athletes. They did this through their highly recognized and memorable “Greatness” ad where they featured an overweight boy running on a dirt road. Reebok has sponsored professional athletes through their 121-year existence—from baseball players, to football players, to cross-fit competitors, to professional associations like the NHL. However, despite their replacement in the NFL (to Adidas in 2012) and their replacement in the NBA (to Adidas in 2006), Reebok has made the genius move to target their brand to the likes of Crossfit, yoga, dance, and aerobic athletes as a means to grow their business (Zmuda, 2014).
Reebok’s new logo emphasizes their new approach to fitness. According to Reeboks press release, “Through the millennia the delta has been a symbol of change and transformation. 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” (Zmuda, 2014).
Even though Reebok’s sales have been below average, the brand has seen a 5% increase in their recent quarterly report, and the brand executives predict an even larger increase in the year to come.
Personally, I feel cheated when my favorite brands change their logo. For example, when Pepsi changed their iconic logo, I felt as though I became unfamiliar with the brand because the product looked differently than what I grew up to know and love. Overtime, however, I became used to the Pepsi logo and grew to appreciate the risk the company took in order to rebrand their imaging. I believe Reebok’s repositioning will do them wonders in regards to sales, because they are hitting an athletic market that has yet to be recognized by a worldwide brand.
Do you think Reebok is making the right move to increase their sales? Let me know!
Zmuda, N. (2014, February 28). Change: Reebok logo indicates shift from pros to cross fit. Retrieved from http://adage.com/article/news/change-reebok-logo-shiftproscrossfit/291923/