Reebok, the Canton-based athletic footwear and apparel brand, said Friday that it is marking a shift in focus, in part by unveiling a new brand symbol.
The delta, Reebok said, is not a logo but a symbol --- a symbol of change. And a “way of life,” the brand added.
“The branding change coincides with Reebok’s singular focus on fitness,” the brand said in a press release. “... Through the millennia, the delta has been a symbol of change and transformation. 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.”
In a statement, Reebok’s chief marketing officer Matt O’Toole added, “It is our symbol of change—an invitation to take part and to unlock your true potential. It’s not a logo, it’s a symbol … a way of life.”
Starting in 1986, Reebok used a vector-style logo. Going forward, the Reebok delta symbol will be featured on nearly all Reebok fitness products, a company spokesman said.
Reebok recently opened a FitHubs store in Braintree store, among the first of 10 such stores planned for the East Coast. The new store concept — which mixes retail with regularly scheduled exercise classes — is the latest step in Reebok’s effort to return to its personal fitness roots after a less successful foray into team sports shoes and apparel, an October story in the Globe noted.
Reebok’s parent company is Adidas AG.