Reebok Rebrands, Shifts Focus From Athletes to Normal Folks

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Reebok has increasingly moved into the everyday person's fitness world and away from the professional athletes you see on TV. Complex reports the changing focus has been cemented as the Canton-based company swaps its iconic "Vector" logo for the "Delta" mark already used by CrossFit. In the video above, Matt O'Toole (Global Head of Reebok) discusses how regular folks need to abandon a sedentary lifestyle and adopt a fit one instead—something the athletic brand has been fostering through its alignment with CrossFit and free workouts at its newer FitHub concept stores. O'Toole asserts, "We're focusing all our resources going forward on a single sport, and that sport is fitness."

The video's description says: "The three distinct parts of the Reebok Delta each represent the changes—physical, mental and social—that occur when people push themselves beyond their perceived limits and embrace an active and challenging life." Reebok isn't the first footwear giant to switch gears recently. Converse also announced a move away from the sport that made it famous—basketball—to the fashion-conscious markets surrounding creative arts like music.
· Say Goodbye to the Reebok Logo You Grew Up On [Complex]
· Converse Moving Away From Basketball, Into Boston [Racked Boston]