Reebok new logo. New Reebok logo. History of the brand name

This is how many experts spoke rather harshly about the new image of the logo of the famous brand. But let's face it: the Reebok logo was never cool or cool. Back in the 80s, this brand was considered a fairly cheap brand, whose clothes were worn mainly by teenagers and schoolchildren. And the logo only emphasized this.

You always don't look as cool in Reebok branded clothing (at least not as cool as Nike, Puma, Adidas, etc.), but it's okay for sports. Perhaps, the attitude towards this brand can be compared to fast food: you understand that this is not so much food, but, nevertheless, you buy it with pleasure and consume it every day.

1980s

Were in history trademark Reebook 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 really worked, as is clear today when we compare it to what we see today. Excellent typography was a solid foundation for a good logo style, which was established in 1996 and lasted quite successfully for about ten years. But, in 2006, the logo was suddenly and radically changed.

Year 2006

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

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 one of indecisiveness and design chaos.

If you look at the evolution of the logo from a typographic perspective, everything after 2004 looks pretty weak. Simple, sans-serif fonts look tacky. No, in no case will we say that such fonts are not suitable for identity at all. But as a corporate style for a sports brand, it looks somehow sour and dull.

Hello, 2014?

Rebook's latest corporate strategy introduced trademark there is also a logo sign, which, in our opinion, looks more like the 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 is not at all in harmony with the typography used in the logo.

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

In general, not everything is so bad, especially since Reebok itself seems to be quite happy with its new corporate style. Probably, the company hopes to slightly spoil it in the future, and compete with more successful players in the sportswear market.

It is not known what the “powerful” companies hoped for when accepting new image logo, let's hope that this was not the only idea, and in the near future we will see a new, much more successful feature from Reebok.

In fairness, it must be said that this thing in the shape of a red pyramid could look much more interesting in combination with a font of a completely different style. But what we see now is, by God, simply boring.

This is just our opinion, Reebok fans may not agree with us.

If you've never heard of this British brand, let me tell you a little about Reebok. Since this wonderful brand of sneakers 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 did not gain fame, fortune and fame from day one. Let's take a little trip back in time to trace the humble beginnings of a company that has gone through a difficult journey 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 spikes to sports shoes. Seeing huge untapped potential in the sports equipment industry, he founded JW Foster and Sons Incorporated 5 years later. Foster's company began producing athletic shoes that quickly became popular among world-class athletes. Their trainers were so good that they were even chosen as the footwear for the British athletics team competing in Olympic Games 1924.

History of the brand name

Let's be honest, the name JW Foster and Sons Incorporated is not very inspiring, difficult to pronounce and even less memorable. In order to become truly global brand, the company had to change its name to a shorter and more memorable one. The task was entrusted to their grandchildren, and Joe and Jeff Foster began looking for a new name. They came across the name "rhebok" in a South African dictionary, which was used to name a native species of antelope that roamed the African continent. Inspired by the word, they changed the company name to "Reebok".
This is how the name of the legendary brand appeared in 1958.

Reebok sneakers enter the US market

Until the 1980s, Reebok was primarily limited to the UK market. To truly become one of the best sports brands 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 showed interest in distributing the brand in the United States. He noticed the brand at a sneaker show in Chicago and was amazed at the level of quality of Reebok shoes. Paul Fireman struck a deal with the company and called for it to open a division called Reebok USA Ltd to cater to the lucrative American market.

reebok pump original 1989.

It was a decision Reebok would never regret, and undoubtedly one of the major turning points in the company's history. After Paul Fireman became the sole distributor in the United States, he wasted no time in launching Reebok athletic shoes for $60 a pair. But this did not 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 brought success in the UK. A brilliant 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 pressing the nitrous oxide button in racing, and increased the company's profits to $13 million in next year. This is more than 10 times!

Famous Reebok Insta Pump Fury

NBA contract

Realizing the enormous 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 suggests, this technology had a unique mechanism based on the principle of pumping air inside the sneaker.

Reebok Sermon

How does Pump technology work? The sneakers contain a special container for air supply. The rigidity points are distributed so that they simultaneously form both a frame and a system of air channels - flowing through them, air fills the container and creates pressure exactly where it is needed. They pump up air using a convenient micropump located on the surface of the sneaker and shaped like a soft volumetric button - business card Pump technology.

Using a mini-pump on the heel of the shoe, shaped like a basketball, athletes were able to adjust the level of support to suit their personal preferences. This option instantly became a hit among professional NBA basketball players. Over 100 NBA players have started using Reebok's Pump sneakers, including the great Shaq O'Neal. Even though it was big marketing strategy, which saw a significant increase in sales, Reebok was likely unprepared for the struggle that lay ahead.

Crisis in the 1990s

The 90s were a difficult period for Reebok, Nike surpassed them in sales and became the market leader. In a desperate attempt to increase sales, Reebok released several new lines of sneakers. They signed an individual contract with NBA superstar Shaq O'Neal and began using him to promote sales of a line of white sneakers. The idea turned out to be a failure.

Teenagers, athletes and sports fans 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 improve, Reebok terminated O'Neal's contract and signed fellow basketball star Allen Everson, luring him to a $5 million-a-year contract. This move was beneficial; Reebok was finally able to increase sales. However, they lost the top spot to competition with Nike. Now it remains to fight with Adidas to maintain second place.

Reebok for the movie Alien

Merger with Adidas

The Adidas-Reebok merger shocked the world, but it was kind of an obvious move. According to the report, Adidas paid $3.78 billion in a landmark 2005 deal to make Reebok its own. subsidiary company. Now, instead of competing for profit among themselves, the two giants 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 firmly tops the list of leaders in athletic footwear sales in the US market with 46%, while Reebok and Adidas hold just 6%.

Reebok Classic were invented in 1983. These are the first ever sneakers from genuine leather designed for running. The model is suitable for men and women.

The difference between original sneakers and copies

You can distinguish original sneakers from copies by the following: details:

• Box
• Numbering
• Paper label
• Side patch
• Perforation
• Eyelets for lacing
• Logo
• Tongue
• Sole
• Sneaker shape
• Thick insoles where you can see logo, brand and sticker with barcode.

Box

Box The original Reebok Classic sneakers are grooved, with the brand logo on each side.

Sneaker information, located on the outside of the box, matches the data on the labels in sneakers. Article you can check it in a search engine. Search result There will be photos of sneakers identical to the model in the box:

Original paper label

IN original couple sneakers paper label attached to left sneaker and contains a list of the company's activities and the 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 in Vietnam, India, Indonesia, China and Korea. The copy and original compared in this article were made in Vietnam.

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

The global fitness giant brand Reebok presents new element corporate identity- the Delta sign, 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.

At the beginning of 2014, Reebok introduced a new logo. The Delta logo, which has represented positive change for thousands of years, is intended to become a symbol of the brand's new philosophy. The three sides of the Delta triangle mean the three sides of the personality - physical, mental and social - and the changes that happen to a person when he overcomes himself during fitness classes.

“Reebok's new logo represents a new vision for the brand. This sign will become a symbol of everyone who every day again and again discovers their possibilities through fitness. We believe that training brings more than just physical satisfaction, fitness goes beyond that, it changes you and the way you think about yourself and the world around you,” says Matt O’Toole, Chief Marketing Officer. “It’s our symbol of change. And we invite together with Reebok, overcome yourself and discover your true potential. Delta is not a logo, it is a symbol of new life.”

There are no shortcuts or conventions in fitness. There are only people who want to live life to the fullest and are not afraid to overcome difficulties, breaking themselves, their character, and going beyond the usual. This is a fight against your own calmness and indifference. This is how Reebok views fitness and this is how it sees real life.

“We know firsthand the impact that fitness and everything connected with it has on people all over the world,” says O’Toole. “And we feel it ourselves! Our ambitions, work on ourselves, our attitude towards fitness and its opportunities have led to major changes in corporate culture brand. Here at Reebok headquarters we have become tougher, stronger, more confident. Fitness has changed us, but we shouldn't bottle its power within the walls of the office. We know what anyone can achieve with the right attitude, if you just try to go beyond your capabilities. The new Reebok logo represents this change in us 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 adorn all models of Reebok clothing and footwear for fitness, including collections for running, yoga, dancing, aerobics, training outdoors, as well as equipment for fitness instructors.