New Reebok Logo Looks Like “Star Wars” Imperial Shuttle
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Adidas(CANTON, Mass.) — Struggling athletic gear maker Reebok has a new logo, which it calls the Reebok Delta symbol.
Formerly used as Reebok’s CrossFit logo for the last year, the new Delta symbol now officially brings to retirement the company’s “vector” symbol that represented the brand for the last 28 years, said Daniel Sarro, a spokesman for the company.
“The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness. We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others,” said Matt O’Toole, Reebok’s chief marketing officer, in a statement. “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.”
The company is introducing the new logo, which bears resemblance to the “Imperial Shuttle” in the Star Wars film series, as it continues to try to revive sagging sales.
Reebok International Ltd. is based in Canton, Mass., and owned by German brand Adidas.
Reebok’s roots started around 1895 but the brand rose to prominence after 1979, when former Reebok chairman Paul Fireman bought the distribution rights of a small running brand in the U.K.
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