The sports brand Reebok has unveiled a new logo, incorporating the delta symbol alongside its name. This is the company’s second major logo change in 121 years—the Union Jack featured prominently in the logo before the company switched to a more minimal vector symbol. The delta sign, which was on the brand’s Crossfit wear, will be on all apparel and footwear from now on.
“The Reebok Delta has three distinct parts each representing the changes—physical, mental and social—that occur when people push themselves beyond their perceived limits and embrace an active and challenging life,” stated the press release. According to Matt O’Toole, the Global Head of the company, this change represents how the company is going further to promote physical fitness amongst most people, who have sedentary lives. “For 30 years we’ve been successfully making products for elite athletes in every imaginable sport, but what we haven’t been able to do is inspire enough people to move,” he stated, hopeful that this new vision will inspire others.