2014 Brandcameo Product Placement Awards


Reebok Realigns Visual Identity to Reflect Fitness Focus

Posted by Mark J. Miller on March 3, 2014 01:54 PM

After 121 years in business, Reebok has only changed its logo three times. But the third alteration to the brand's visual identity is one that signifies a bigger shift in its strategy to attract new customers. 

"For 30 years we've been successfully making products for elite athletes in every imaginable sport, but what we haven't been able to do is inspire enough people to move," said Matt O'Toole, Reebok's Chief Marketing Officer, in a video posted on YouTube. "It's an invitation for all of of us to take part and fight against complacency for everyday people, not just super stars and elite athletes."

That's the motivation behind the brand's adoption of a new delta symbol that looks to capitalize on the "sport of fitness" trend powered by Reebok's strong affiliation with CrossFit. "The Reebok Delta has three distinct parts each representing the changes—physical, mental and social—that occur when people push themselves beyond their perceived limits and embrace an active and challenging life," the company said in a press release. 

The new logo has already been worked into the brand's CrossFit gear and will proliferate over other footwear and apparel lines throughout this month. The brand's Reebok Classics line will retain the older logo.Continue reading...

brand faces

Joe Weider's Passing Leaves Fitness Sales Legacy Behind

Posted by Abe Sauer on March 25, 2013 10:27 AM

Before there was CrossFit and P90X, there was Joe Weider's mustache. That iconic mustache and the entrepreneur who wore it—Joe Weider—who built one of the most famous brand names in fitness, passed away on March 23, with his final age of 93 probably his last endorsement for a lifestyle he'd been selling since 1936.

It's a sad truth that Joe Weider's passing probably would have gone largely unnoticed by the general public if not for a public announcement by none other than Arnold Schwarzenegger. The former California governor and (still) current Hollywood action star posted his condolences to both his Twitter account and official website.

For boys who spent time in the gym in a hopeless attempt to recreate Arnold's physique, the Weider brand was a common sight. Across squat towers, bench press seats and plates was the Weider name in a font that looked as strong and heavy as the equipment itself. And thanks to Arnold's attachment to the brand, the Weider name on something meant quality.Continue reading...

branding together

The Sport of Fitness: Reebok Pumps Up CrossFit Deal

Posted by Shirley Brady on January 16, 2012 12:47 PM

Since signing a sponsorship deal in 2010, Reebok has sponsored the annual CrossFit Games — an elite competition for those addicted to CrossFit's punishingly tough workouts that push the body to the point of pain — and now it's rolling out a new collection of CrossFit shoes and apparel, which it's promoting on Twitter with a #reebokcrossfit hashtag.

The brand's description on its new commercial, above: "The Sport of Fitness has arrived. Fitness that's about retraining your body and rewiring your mind. This is about altering your definition of exercise. Reebok wants you to become part of a thriving community, where people are passionate about fitness. Where anyone, from world-class athletes to stay-at-home moms, can see drastic improvements and measurable results through hard work. This is a place where everyone you see, talk to, and sweat with becomes part of your fitness lifestyle. Welcome to the community Reebok has embraced. The CrossFit community. 3, 2, 1 ... GO."

For more, watch Reebok's 'making of' and intro to CrossFit videos below.Continue reading...

brand news

In the News: Facebook, DirecTV, Mercedes-Benz and more

Posted by Dale Buss on January 16, 2012 09:01 AM

In the News

Adobe integrates social ad startup Efficient Frontier.

American Airlines partners with GayCities for promo.

Bank of America image officer lays out her turnaround strategy.

Carnival questions captain after cruise shipwreck off Italy kills six people.

DirecTV dispute blocks NFL games.

Facebook IPO appears to be set for May.

Fiat plans to make up to U.S. dealers after poor 500 launch.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Branding Comeback Challenges
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
Digital Watch: WahlAT&T
Rethinking Possible With Transmedia Storytelling
paperGlobal Competitive [Ad]vantage
The latest from GeoEdge
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Brands and the pursuit of excellence