In 1979, Paul Fireman discovered Reebok, a then 19-year-old niche British running shoe company (84 if counting J.W. Foster and Sons), and founded Reebok's US subsidiary. He then bought out the entire UK-based company in 1984, now becoming an American company, and turning them into a global sportswear brand, and being a major player in the 1980s aerobics craze.
1993–1997[]
Designer:
Unknown
Typography:
Motter Tektura
Launched:
1993
In 1993, the Union Jack flag was replaced with the "Vector", a symbol meant to represent a Union Jack streaking across a racetrack, which was used on the sides of shoes years before the logo was designed. This logo was created to rebrand Reebok as a more modern and global athletic brand, rather than one focused on aerobics, to increase their focus on basketball by signing players like Shaq and Allen Iverson, and to make it more global. This logo also coincided with the launch of the "Planet Reebok" campaign, released the same year.
1997–2008[]
Designer:
Unknown
Typography:
Motter Tektura (modified)
Launched:
1997
In 1997, both the Vector and wordmark were streamlined to appear more contemporary. This was used as the main logo until 2008, with a slanted version appearing in the mid-2000s for performance products. A capitalized version was also used on some clothing.
2000–2005 (secondary)[]
This logo was only used on products and advertising at the time, such as in their "Defy Convention" campaign, with the previous one being the main corporate logo for the brand.
This logo was introduced for Reebok's youth-oriented Rbk subbrand in 2002. In 2005, when Adidas bought Reebok from Paul Fireman, this logo became Reebok's secondary logo, being used on almost all of their products, almost sort of phasing out the 1997 logo, although the latter was still the main logo.
2008–2019[]
2008–2014[]
In 2008, a new sleeker logo was created to replace the aging 1997 logo, which was a modified version of their 1977 logo, which used Motter Tektura, a then-outdated typeface from the 1980s. Although this was the first logo since the latter to not feature the Vector, it was still used as their symbol.
2014–2019[]
In 2014, Reebok retired the Vector and created the "Delta" as part of their transition to a CrossFit and fitness brand, just as they were in the 1980s. Since the 2019 rebrand, this logo is still used on some fitness products, and a more affordable Reebok range made for Walmart.
2019–present[]
Designer:
In-house with Darrin Crescenzi
Typography:
Motter Tektura
Launched:
November 7, 2019
On November 7, 2019, citing that consumers still identified with them rather than the 2014 Delta logo, Reebok revived the 1977 wordmark (albeit thinned down a bit) along with the 1997 version of the Vector, while also transitioning to a more general/retro sportswear brand, with fitness now relegated to one of their main categories.
