Reebok is changing the logo and brand concept. Reebok Delta: "new life beyond possibilities"
Global fitness giant brand Reebok introduces a new element corporate identity— the sign of Delta, symbolizing the three facets of change of a person who goes beyond his capabilities, which is intended to become a symbol of a new era in the history of the brand.
In early 2014, Reebok introduced a new logo. A symbol of positive change for thousands of years, the Delta mark is intended to be a symbol of the brand's new philosophy. The three sides of the Delta triangle represent the three sides of the personality - physical, mental and social - and the changes that happen to a person when he overcomes himself during fitness.
“The new Reebok logo speaks to the new principles of the brand. This sign will become a symbol of all those who every day again and again discover their possibilities with the help of fitness. We are convinced that training brings not only physical satisfaction, fitness goes beyond this, it changes you and your attitude towards yourself and the world around you, says Matt O "Toole, Marketing Director. - This is our symbol of change. And we invite you, with Reebok, to overcome yourself and discover your true potential. Delta is not a logo, it is a symbol. A symbol of new life."
There are no labels and conventions in fitness and there should not be. There are only people who want to live full life and are not afraid to overcome difficulties, breaking themselves, their character, going beyond the usual. This is a duel against your own calmness and indifference. This is how Reebok sees fitness and how it sees real life.
“We know firsthand the impact fitness and everything connected with it has on people around the world,” says O’Toole. “And we feel it on ourselves! Our ambitions, work on ourselves, our attitude to fitness and its opportunities have led to major changes in corporate culture brand. Here at Reebok HQ, we are tougher, stronger, more confident. Fitness has changed us, but we shouldn't hold back its power in the office. We know what everyone can achieve with the right attitude towards themselves, one has only to try to go beyond their capabilities. The new Reebok logo epitomizes this change in ourselves and in each of you."
Since 1986, the brand has used a dynamic logo formed by the intersection of three lines. The new logo will now appear on all Reebok fitness apparel and shoes, including collections for running, yoga, dance, aerobics, outdoor training, and fitness instructors.
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, big 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.
Reebok is a sportswear and footwear brand. Since its inception in 1895, the products of this brand have been distinguished by excellent workmanship and comfort to wear. Not surprisingly, Reebok products are actively counterfeited. And the task of a responsible buyer is to know how to distinguish real Reebok sneakers from a fake.
To reduce the cost of production, the owners of Reebok moved production to Southeast Asia. Therefore, the inscriptions "Made in China" can be trusted more than "Made in USA".
Found on the market the following types fake products:
- Quality copies. Made from quality materials to Reebok standards. They can often be distinguished from genuine sneakers only by the identification number. As a rule, such fakes are made at factories in China, Thailand, Vietnam and are exact copies of limited editions of the original Reebok.
- Common fakes. They are made from cheaper materials, they are not painted in the colors that are declared in the collection. The sole is usually hard, inelastic.
- Gross forgeries. It is easy to recognize by mistakes in writing the brand, uneven stitching of seams, traces of glue. Sometimes sold in bags rather than boxes.
It is best to buy Reebok sneakers in the official stores of the brand. In the markets and in most online stores, you will probably be offered a fake. If you still decide to purchase goods in third-party outlets, then you should know how to distinguish the original from the fake in Reebok sneakers. Pay attention to the following factors:
| Color and material. The laces of an original Reebok pair always match the color of the sneaker. Holes for laces in branded shoes are made without metal stops. The easiest way to spot fake Reebok shoes is to crush the soles in your hands. It should spring and bend easily. |  |
| Tailoring quality. Reebok is famous for its quality control service. Therefore, if you see uneven lines, protruding threads or droplets of dried glue, this is clearly not Reebok. However, Chinese manufacturers almost always glue the sole, even if the original models have stitching. All logos are embroidered or embossed. If the inscription is printed on the shoe with paint, then it is a fake. |  |
| The presence of a box. All branded shoes are sold only in boxes. Reebok sneakers in bags - a crude fake. |  |
| Errors in captions. Incorrect spelling of the brand (Rebok, Reebuk) and other inscriptions is a sure sign of a gross fake. |  |
| Tag and number. The only way to distinguish the original from the Reebok copy is the verification of identification numbers. By the item number (it is located on the inside of the tongues), find the image of the model through the search engine. If the picture on the Internet matches what you have in your hands, check the individual sneaker code. This long number should be looked for below the size range. For branded products, the numbers on the left and right sneakers will differ. Quality replica manufacturers usually stamp the same tags on every shoe. |  |
In order not to tempt fate and not spoil your legs with low-quality products, buy products from official Reebok representatives.
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 actively. 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.