Reebok introduces new 'delta' logo in quest for fitness market

Reebok has overhauled its visual identity, introducing a new "delta" logo, as the brand looks to appeal to consumers pursuing "a fuller life" through fitness.

  • Reebok's classic logo, used until 1986

    Reebok's classic logo, used until 1986

  • The

    The "vector" logo was introduced in the mid-80s

  • New

    New "delta" logo aimed at "fitness lifestyle" market


The brand, founded in the UK in 1895, has been owned by German sportswear giant Adidas since 2005. Adidas now hopes to reposition Reebok as the brand of choice for consumers "embracing a fitness lifestyle".

The new Delta symbol replaces its "vector" logo, which was introduced in 1986 as part of Reebok’s first ever rebrand. Prior to this, Reebok had used the same logo featuring the Union Flag since the nineteenth century.

Matt O’Toole, Reebok’s chief marketing officer, said: "The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness. 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 logo will begin appearing this month across Reebok’s running, yoga, dance and aerobics products.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published