John Kim 
Branding is a crucial business tool that has served an exaggerated purpose in the realm of wearable products. A lot of our sneaker-buying decisions are determined by the logo placed on the lateral side of the shoe, and despite decades of different footwear products that have graced store shelves, designers have come forward with fine efforts in creating new models while keeping the brand’s symbol as the highlight. It’s tough to elbow into the elite fraternity of shoe brands, but that doesn’t mean it isn’t possible, but an even bolder move than attacking the Goliaths of the industry is to completely change the visual identity, especially if the logo is so widely and powerfully recognized.
Reebok and the Global Head Peter O’Toole recently announced its new “Delta” symbol, signifying the changing landscape of the brand’s focus and its zeroing in on the sport of Fitness, which is derived from the trendy CrossFit phenomenon that has made waves in the last few years. In fact, not only is the Canton, MA based brand focusing on Fitness, it is doing so exclusively, with all resources being poured into that pot. O’Toole also lays out another significant message; he states that the new Delta is made to represent all individuals – not just elite athletes or superstars. But that sector of performance footwear is generally ignored by the “sneakerhead” population, and the real question that arises from this strategic maneuver is whether or not the new logo and brand direction will affect the burgeoning Reebok Classics label; all the models that the specific category hinge on feature the original Vector logo (and rather prominently), so it is likely that Classics will continue forward separately from the brand’s newfound direction and perhaps eventually, Classics and the new Delta will cross paths.
