Reebok has only changed its logo three times in its 121 years as a manufacturer of sports goods. The latest rebrand announces a whole new repositioning for the Reebok brand. It aims to move away from the brand’s previous association with professional athletes and sport, and instead is marketing itself as a motivator for general fitness in everyday life.

Reebok’s new logo is called the “Reebok Delta”; a triangular symbol which is designed to illustrate fitness focus. Each side of the triangle is said by Reebok to represent the physical, mental and social changes that a person can experience through participation in physical exercise.

Chief marketing officer Matt O’Toole says, “Our Delta symbol, at its core, is a symbol of change”.

Reebok’s stance on physical fitness has been evolving since 2012. While Reebok’s parent company, Adidas, appears to be more interested in aligning itself with large-scale sporting events and prestigious athletes, Reebok has gradually been focusing more and more on fitness-focused sports such as yoga, dance, running and aerobics. The rebrand aims to position Reebok as a champion of healthy living.

Reebok’s CrossFit gear will be the first to carry the Delta logo and it will eventually be implemented on all clothing and equipment. The old Reebok Vector logo will be phased out across all Reebok clothing except for Reebok Classics.