The first reebok logo. The new Reebok logo lacks style and sophistication, and is visually very weak to say the least. Reebok Women's Sneakers

Reebok classic were invented in 1983. This is the first genuine leather running shoe in history. The model is suitable for men and women.

The difference between original sneakers and copies

You can distinguish original sneakers from a copy by the following details:

• Box
• Numbering
• paper label
• Side patch
• Perforation
• Eyelets for lacing
• Logo
• tongue
• Sole
• Sneaker shape
• Dense insoles on which you can see logo, brand and sticker with a barcode.

Box

Box Original Reebok Classic sneakers are ribbed with the brand's logo on each side.

Information about sneakers placed on the outside of the box, matches the data on the labels in sneakers. vendor code can be checked with a search engine. Search result there will be photos of sneakers identical to the model in the box:

original paper label

AT original couple running shoes paper label attached to left sneaker and contains a list of the company's activities and the constituent components of the product in several languages. At the copy label attached to right sneaker and does not contain only the logo.

Production

Original Reebok products produced in Italy and Germany, but mostly Vietnam, India, Indonesia, China and Korea. The copy and original compared in this article are made in Vietnam.

The external difference that immediately catches the eye is Colour products. Black color copy more like blue. In a rich assortment of original products, dark blue colors exist separately.

Reebok's new logo is the "delta symbol".

The Reebok sportswear brand has always felt like a “poor relative” to me compared to the other two giants in the sports triumvirate, Nike and Adidas.

This was reflected even in their logo comparisons: everyone remembers the Nike swoosh and the Adidas three stripes, but even the most famous of the many Reebok logos has always eluded visual memory. A bizarre design of three "wedges" was both simple and memorable.

This strange shape was a reproduction of the decorative overlays found on most of the brand's sneakers. But what looked good on the leg did not work well as a logo:

The mystery of the origin of the old Reebok logo

Apparently, the company felt certain problems with this sign, but at the same time they were afraid to abandon their traditional symbol. Over the past 30 years, he has disappeared, then reappeared:

This is how the logo changed over time.

And so the company announced another change in the logo, showing a new brand symbol, a triangular “delta” icon, in a beautiful presentation video:

With the marketing capabilities of Reebok, it will not be a problem to stake out such a triangular shape for itself.

I wouldn’t bemoan the loss of the clumsy originality of the old sign either: in the world of giant companies, simplicity and versatility of forms are more important than originality (all for the same reason, you can simply “buy” a place in the consumer’s brain - it’s expensive, but it allows you not to complicate the image of the brand for a memorable visual move).

First of all, much more modest marketing and advertising opportunities of such firms will not allow the consumer to consistently remember a too simple, non-original form and associate it with the image of the company.

Secondly, a large company has the ability to "attack" the consumer with a full range of visual branding tools, from the design of points of sale to commercials on TV. This allows you to influence the audience with a variety of elements of the company's corporate identity, "relieving the load" from the logo. For small companies, a logo is often the only way to visually emphasize their individuality.

The history of the legendary Reebok brand dates back to 1895. The official website is reebok.com.

The birth of a legend.

The emergence of one of the oldest brands contributed to the ordinary human desire - to have comfortable running shoes. It was she who was so lacking for a resident of a small English village - Joseph Foster.

At the end of the century before last, Joseph joined the running club. There were no shoes that allowed you to comfortably do what you love. Even professional runners struggled to get the right shoes for the sport.

That is why Joseph, who has the profession of a shoemaker, made himself comfortable shoes for his favorite hobby. For the best grip on the ground, he attached several small studs to the sole. With these running shoes, the history of the world famous sports brand began.

In the early 20th century, Joseph Foster began manufacturing spiked running shoes and gave his business the name "J. 'W. Foster & Co. Shoes were made to order according to the measurements taken from the athlete's foot. Athletic shoes quickly became popular in the running club where Foster was a member. Amateur athletes wore studded shoes for all competitions.

In 1906, in connection with the birth of his sons, Foster renamed his company "D. W. Foster and Sons (J.W. Foster & Sons).

In 1909, Foster came up with innovations that helped him make the firm unique in England:

• He came up with a kind of dimensional scale. Now the athlete who wished shoes from Foster did not need to personally come to the fitting. It was enough to send the master a sheet of paper, on which the contour of the foot was outlined and all the necessary measurements were indicated;
• Joseph Foster created shoe collections for different types running. For example, for athletes involved in steeplechase, the company offered boots with studded heels. Shoes with ankle straps were designed for cross-country running. There were also collections of sports shoes for indoor activities, for middle distance running and so on.

In 1924, wearing sports shoes from D. W. Foster and Sons”, famous runners K. Model and K. Abraham compete at the Olympics in France. After the competition, the athletes admitted that it was these shoes that allowed them to run faster. After this incident, Foster's company became popular with athletes.

Already by the beginning of the 30s, the firm "D. W. Foster & Sons was recognized as one of the best in the UK. Now, in addition to running shoes, Joseph Foster's Olympic Workshops factory produced shoes for rugby players, hockey players, boxers, football players and cyclists.

In 1933 Joseph Foster passed away. The business was continued by his sons, who expanded the company and strengthened its leading position in the UK.

However, the most innovative ideas and the conquest of the world sporting goods market belong to Foster's grandchildren - Joseph Jr. and Jeffrey.

"African antelope".

In 1958, the company was renamed Mercury Sports Footwear, in connection with the release of a new model of Mercury sports shoes. But in 1960 the company changed its name again. Now it's called Reebok. This name Joseph and Jeffrey Foster found in the dictionary, and it meant an African antelope with sharp horns. Despite such frequent name changes, the company still continues to produce the best sports shoes in Europe.

In 1979, thanks to the enterprising Paul Fireman, who became the official distributor of Reebok, the company's sports goods appeared in the United States.

From 1986 to 1988 the company actively developed and expanded. Now she can compete with the largest American brand Nike, the history of which can be found.

In addition, during this period, the company begins to produce not only shoes. Clothing and all kinds of accessories are on sale.

In 1991, the Russian branch of the company appears.

Logo.

The famous Reebok logo, in the form of a vector, did not appear immediately, but only in 1993. At this time, in the UK, a law was approved to ban advertising of the national symbols of the country, which was the previous Reebok logo.

Absorption.

In 2005, the company was taken over by a German brand. This takeover turned out to be beneficial for both parties, as more than a hundred billion dollars were saved in the first three years of their joint existence.

Iconic Reebok inventions.

freestyle.

In 1982, during the aerobics craze, the Freestyle sneaker, designed specifically for women, appears. The shoes were released in two versions. The most popular were high-top sneakers with two Velcro fasteners. Also, this species shoes, distinguished by a bright color - in addition to the traditional black and white colors, the lineup included models of red, blue, and yellow colors. Sneakers "Freestyle" are produced to this day.

pump.

In 1989, the company introduced sneakers with air chambers that were inserted into different parts of the sole. This technology, dubbed "Pump", made it possible to create sports shoes that adapt to the characteristics of the foot.

Big failure.

In 2009, Reebok released a new collection of "EasyTone" sneakers. Sneakers had a peculiar structure, creating a weak effect of foot instability, due to which the tone of the gluteal muscles and calves increased. Advertising sneakers promised even after a normal walk a perfect figure.

However, in 2011 there was a big scandal. Many customers complained about the company - sneakers did not help to improve the figure. As a result, Reebok had to pay compensation to consumers - ¼ billion dollars.

Reebok today.

The company, even being part of Adidas, continues to develop rapidly. Today, it has shoe production in more than 15 countries around the world. Reebok sportswear factories are located in 50 countries.

Fans of the brand continue to appreciate not only innovative technologies, but also the traditional quality laid down by the founder, Joseph William Foster.

If you have never heard of this British brand, then let me tell you a little about Reebok. Since sneakers of this wonderful brand can be found in a small village on the African continent, and in any city in our country, it is difficult to find someone who is not familiar with this English brand. Reebok hasn't gained fame, fortune, or fame since day one. Let's take a little trip back in time to trace the humble beginnings of a company that has come a long way to become one of the world's most famous brands.

The idea behind Reebok

Reebok began its journey to fame in 1890 when Joseph William Foster, a sports enthusiast from Bolton, decided to add studs to athletic shoes. Seeing the huge untapped potential in sportswear, he founded JW Foster and Sons Incorporated 5 years later. Foster's company began producing athletic shoes that quickly became popular with world-class athletes. Their shoes were so good that they were even chosen as the shoes for the British track and field team participating in the 1924 Olympics.

History of the brand name

Let's be honest, the name JW Foster and Sons Incorporated isn't very inspiring, hard to pronounce, and even harder to remember. In order to become a truly global brand, the company had to change the name to a shorter and more memorable one. The task was entrusted to the grandchildren, Joe and Jeff Foster began to look for a new name. They came across the name "rhebok" in the South African dictionary, which was used for the name of a local species of antelope that roamed the African continent. Inspired by the word, they changed the company's name to "Reebok".
So in 1958 the name of the legendary brand appeared.

Reebok sneakers enter the US market

Until the 1980s, Reebok was predominantly limited to the UK market. To truly become one of the top sports manufacturers in the world, Reebok had to enter the market in the United States. The first brick was laid in 1979 when American businessman Paul Fireman expressed interest in expanding the brand throughout the United States. He spotted the brand at a sneaker show in Chicago and was amazed at the level of quality in Reebok shoes. Paul Fireman made a deal with the company and called for a division called Reebok USA Ltd to cater to the lucrative US market.

reebok pump original 1989.

It was a decision that Reebok will never regret and undoubtedly one of the major turning points in the company's history. After becoming the sole distributor in the United States, Paul Fireman wasted no time in launching Reebok athletic shoes at $60 a pair. But that didn't stop the shoe from instantly becoming a bestseller. Within 2 years of entering the US market, Reebok's sales in the United States reached $1.5 million.

Reebok Women's Sneakers

The Reebok brand has used a proven strategy for the US market that has been successful in the UK. An ingenious and simple move that helped increase sales. They took their competitors by surprise by releasing a line of Reebok Freestyle shoes specifically for women. It was like hitting the nitrous button in a race car, and boosted the company's profits to $13 million a year. next year. This is more than 10 times!

The famous Reebok Insta Pump Fury

NBA contract

Realizing the huge popularity of basketball in the United States, Reebok signed licensing agreements with the NBA in 1986. In an attempt to improve the performance of basketball shoes and become a worthy competitor to the Nike Air series (a popular basketball shoe manufactured by Nike), the company introduced the Reebok Pump series. As the name implies, this technology had a unique mechanism based on the principle of pumping air into the sneaker.

Reebok Sermon

How does Pump technology work? There is a special container for air supply in the sneakers. The stiffness points are distributed in such a way that they form both the frame and the system of air channels - acting through them, the air fills the container and creates pressure exactly where it is needed. They pump air with the help of a convenient micropump, brought to the surface of the sneaker and looking like a soft volumetric button - business card pump technologies.

By using a mini pump on the back of the basketball-shaped shoe, athletes were able to adjust the level of foot support to suit their personal preference. This option became an instant hit among professional NBA basketball players. Over 100 NBA players have started wearing Reebok shoes with Pump Technology, including the great Shaq O'Neal. Even though it was a great marketing strategy that boosted sales significantly, Reebok probably wasn't ready for the fight that lay ahead.

Crisis in the 1990s

The 90s was a difficult period for Reebok, Nike outsold them and became the market leader. In a desperate attempt to boost sales, Reebok has released several new lines of sneakers. They signed NBA superstar Shaq O'Neal to a one-on-one deal and began using him to promote the white sneaker line. The idea turned out to be a failure.

Teenagers, athletes and sports enthusiasts at this time bought predominantly black sneakers and the release of a series of white Reebok sneakers, completely ignoring the market trend, went unnoticed. Their sales immediately suffered and the company lost a whopping 20% ​​of its market share. In an attempt to reform, Reebok ended O'Neal's contract and signed fellow basketball star Allen Everson, luring him into a $5 million-a-year deal. The move paid off and Reebok was finally able to increase sales. However, they lost the top spot in competition with Nike. Now it remains to fight with Adidas to keep the second place.

Reebok for the movie Alien

merger with Adidas

The merger of Adidas and Reebok shocked the world, but it was kind of an obvious move. According to the report, Adidas paid $3.78 billion in a historic 2005 deal to make Reebok its subsidiary. Now, instead of competing for profits between themselves, the two giants have formed a team to compete with Nike. However, Adidas and Reebok still have a long way to go as Nike remains the market leader in the US by a clear margin. According to a 2014 report, Nike confidently tops the list of leaders in athletic shoe sales in the US market with a share of 46%, while Reebok and Adidas hold just 6%.

So many experts spoke rather harshly about the new image of the logo of a well-known trademark. But, let's face it: the Reebok logo has never been cool and cool. Back in the 80s, this brand was considered a fairly cheap brand, whose clothes were mainly worn by teenagers and schoolchildren. And the logo only emphasized this.

You always look not as cool in Reebok branded clothing (at least not as cool as in Nike, Puma, Adidas, etc.), but passable for sports. Perhaps, the attitude towards this brand can be compared with fast food: you understand that this is not so hot what kind of food, but, nevertheless, you buy it with pleasure and absorb it every day.

1980s

Were in the history of the Reebook trademark and where better days. Looking at the evolution of the logo, let's look at the versions that were used between 1986 and 1998.

The early logo did work, which is clear today when we compare it to what we currently see. Great typography was a solid foundation for a good logo style that took hold in 1996 and ran quite successfully for about a decade. But, in 2006, the logo was suddenly and radically changed.

Year 2006

2006 was the year of a drastic change in the logo, namely its typography. It may not have been to everyone's taste, but it still had character, edginess, style, originality, drive, momentum....

Technically, what you see above is most likely not the entire logo. Many experts believe that there was also a full version of the trademark, which for some reason did not see the light of day. Why? Probably because the entire history of the Reebok logo is a clear picture of indecision and chaos in design.

If you look at the evolution of the logo in terms of typography, then everything that happened after 2004 looks pretty weak. Simple, sans-serif fonts look gaudy. No, in no case will we argue that such fonts are not suitable for identity in general. But as a corporate style for a sports brand, it looks somehow sour and dull.

Hello 2014?

Rebook's latest corporate strategy has also introduced a logo to the brand, which, in our opinion, looks more like a logo of a bank, or some other investment, insurance or law firm. In some ways, it even resembles a religious symbol - an occult, sacrificial circle or something like that.

And again: it looks boring, not to mention the fact that the logo sign does not harmonize with the typography used in the logo at all.

To reduce the degree of criticism, we admit that this sign will probably work well in promotional videos - if it is enlarged or cut off, as well as on T-shirts and T-shirts.

It's not all that bad, especially since Reebok itself seems to be quite happy with its new corporate identity. Probably the company hopes to refine it a little in the future, and compete with more successful players in the sportswear market.

It is not known what the "powers that be" companies were hoping for by adopting a new image of the logo, let's hope that this was not the only idea, and in the near future we will see a new, much more successful chip from Reebok.

To be fair, this red pyramid thing could have looked a lot more interesting paired with a completely different font style. But what we see now is, by God, just boring.

This is just our opinion, maybe Reebok fans will disagree with us.