New Logo for Reebok

Established in 1895 in the small England village of Holcombe as J.W. Foster and Sons, Reebok, as it was renamed in 1958 (after “rhebok”, a type of African gazelle) is a “worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment.” In 2006, Adidas Group acquired Reebok and, according to this report, it’s been holding back Adidas’ profits, noting that Reebok itself has been unprofitable for many years now. A clear reflection of Reebok’s place in consumer culture: When was the last time you thought of Reebok in the same way you think of Nike or Adidas? As part of its repositioning, starting in 2013, Reebok has been focusing on fitness instead of specific sports and started supporting the CrossFit movemen