Founded in 1885 in an English village called Holcombe as J.W Foster and Sons, and then renamed to Reebok in 1958 after “rhebok”, a type of African gazelle is a well known sports and fitness brand.
Its headquarters are in Boston, MA, and is a subsidiary of Adidas since 2005.
Reebok has done a transformation over the years from your general sports brand to to a much more focused fitness brand by concentrating more on general fitness like, walking, running functional training, combat training, dance, yoga, and aerobics.
They are also the official footwear and apparel sponsor for UFC, CrossFit, and Spartan Race.
Reebok has recently re-introduced its “vector” logo and new identity designed in collaboration by their in-house team and New York, NY-based Darrin Crescenzi.
The previous logo reflected the change of Reebok’s focus with the “Delta” icon this started as the identifier for Reebok’s CrossFit products and eventually evolved into the main company logo.
The look helped signal a new personality for the Reebok brand and establish some distance with Nike and even parent brand Adidas.
This new logo is a return to the 1990s logo and the closest Reebok has had to an equivalent of the Nike swoosh or Adidas’ three stripes.
The best best part about this new rebrand is the return of the 1980’s Reebok’s wordmark, and you really have to love that typeface it awesome! I also appreciate the spacing added between the letters it feels more open and cleaner with its not so bold appearance.
The typeface named Motter Tektura was designed by Othmar Motter in 1975 and also used in the apple logo from 1977.