Reebok, The British Sports Brand, Was Bought By Adidas For Nine Years.

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P (Reebok) has been far away from the a href= "//www.sjfzxm.com/" campaign < /a > brand first camp Reebok (Reebok) suddenly replaced LOGO, which may be a signal for repositioning and returning to the public view.

Reebok launched a brand new logo Reebok Delta in official micro-blog, hoping to convey the positive energy of fitness.

This is Reebok's first positive response to the brand positioning of its fitness campaign.

CEO Zhang Qing, a key sports consulting company, believes that Reebok's pition to fitness products needs to avoid the weakness of the channel in China, while the scale of the fitness market is not large enough, and it still needs public products to support performance.

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< p > according to the reporter, the Reebok Delta triangle sign will be used for Crossfit products, and the company strategy will gradually turn from professional sports to fitness.

The new triangulation trademark will be released this month, < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > and a target= "_blank" href= "//www.sjfzxm.com/" > dress > _blank > products are widely used, while the products will retain the airline trademark.

This is also the second major trademark change in the 121 years since the establishment of Reebok.

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Reebok, which was the third largest sport brand in the world, was bought by Adidas in 2005. The latter intends to fight Nike against Reebok's strength in the US basketball and rugby field P.

After buying Reebok, Adidas's sales doubled in the US, and Reebok's basketball and baseball business also made Adidas famous in the United States.

But later he lost the NFL contract because he was in a bad position and failed to cooperate with the US National Hockey League.

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< p > < four years after the a href= "//www.sjfzxm.com/" > Adidas < /a > took over Reebok, Bill Doyle, general manager of Reebok China, once said, "what I want to do is change the way of Reebok's operation" and "focus on the market segmentation of muscle tightening and training".

But it wasn't until last June that Reebok introduced its CrossFit gym in the US market to Shanghai.

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< p > compared with the downturn in the global sporting goods market, the performance of fitness products can be commendable.

The domestic indoor sportswear brand HOSA international group increased 20.5% to 1 billion 20 million yuan last year, and the net profit increased by 9.6% to 360 million yuan.

In Zhang Qing's view, Reebok's pformation fitness campaign, which is famous for its women's fitness products, is a normal choice. However, since it has become a second-line brand in the Chinese market, it needs to invest in products, promotion and channels, especially channels.

In the industry view, Reebok's domestic channel has been relatively weak, and for product promotion, it is necessary to occupy enough shopping malls and shopping malls.

Zhang Qing suggested, "we can introduce foreign mature formats, promote products and create more experience opportunities with new special fitness centers or experience galleries".

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< p > according to the press, Reebok has started fitness related businesses in Germany, the United States, India and South Korea.

Reebok's sportswear and shoes in the US and CrossFit gym cooperation shops are mainly sold by CrossFit guests. All the products are Reebok's special sports series for CrossFit fitness class. The combination of retail stores and gymnasiums enables the shop assistants and guests to work together and compete together, which helps to close the relationship between stores and guests, thus contributing to sales.

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