New strategy brings new Reebok logo | RetailDetail

New strategy brings new Reebok logo

New strategy brings new Reebok logo

Sports brand Reebok has a new recognizable logo: a red Greek letter delta (similar to a triangle). The new logo is the mark of a new strategy as well.

Change

The Reebok delta signifies change, or the “transformation that fitness brings along in a person’s life”. The logo has three distinct parts, representing the physical, mental and social changes, and the logo will be present on every new item of clothing that appears in stores from this month onwards.

 

The new logo also fits Reebok’s new strategy, with a focus on fitness since 2012 and an attempt to create a more positive image for the sport. Especially crossfit (a tougher type of fitness, based on military training) will get a prominent place: with its own proper space in the competitive market, Reebok can finally step out of the shadow of Adidas, its owner since 2005.

 

Reebok announced last week that top model Miranda Kerr will become the brand’s newest face and that she will feature in a new campaign to promote the launch of the casual sneaker called Skyscape.

Questions or comments? Please feel free to contact the editors


Multinationals fail their healthy food claims

24/05/2018

Food multinationals are not doing enough to make their products more healthy, according to Access to Nutrition Foundation. NestléUnilever and Danone are top of the class.

Ahold Delhaize launches digital lab in the United States

22/05/2018

Ahold Delhaize’s American division will found a new company focused on digital innovation: Peapod Digital Labs will become a lab for new digital, eCommerce and personalization strategies. 

Carrefour forced to shut down hundreds of Dia stores

22/05/2018

Carrefour has not found a buyer for hundreds of its former Dia stores in France yet. That may force nearly 230 stores to shut down.

Carrefour and Tencent launch high-tech store in Shanghai

22/05/2018

The recently launched ‘Le Marché’ store formula, a first collaboration between Carrefour and Tencent, allows customers to pay with face recognition at unmanned checkouts.

Hoegaarden moves part of production to Vietnam and China

18/05/2018

Hoegaarden experiences strong growth in Asia, but is losing ground in Europe. That is why AB InBev will move part of the production to China and Vietnam: the brewery in Hoegaarden will lower cut its production days by 2 a week.

Holland & Barrett wants vegan stores

17/05/2018

British health chain Holland & Barrett (previously known in the Benelux as Essenza) plans to open completely vegan stores, a trend the chain needs to follow according to CEO Peter Aldis.