It’s a new day for Reebok. A brand that’s struggled to find an identity for the last few years is reshaping how it'll be perceived in the market going forward. As a casualty of this new brand direction, the Reebok Vector is no more.

Well, kind of. You’ll still see old Vector branding on Reebok Classics products like the Rail, Big Hurt, and the Question. But what about the new classics? Doing away with the Vector signifies the end of an era for Reebok. The brand’s has already lost a lot of ground with non-retro products over the years. Remember when John Wall was the face of Reebok basketball and Easytone sneakers were the future of the brand?

With this new course centered around the “the sport of fitness” (as the tagline goes), Reebok is looking to put all its eggs in one basket: Crossfit. The brand’s new delta symbol, isn’t anything new if you’ve worked out at any of the brand’s FitHubs (or seen an Axion skate shoe).

In effect, this new change is a way to strengthen its credibility in fitness. That’s one of the few, if not only, areas where Reebok has an edge over competitors like Nike and even its own parent company adidas.

It’s rare that you see a brand completely flip its branding. The Vector has been a part of Reebok since 1986, and from now on, it will only live on through the brand’s archives and Classics division. In memorandum, here is a brief history of the Reebok logo.



























(via: Famous Logos)