Reebok's Ongoing Brand Transition
Thursday · Jul 7 · 2011 | 10:50 AM PDT
Reebok's branding transition continuesReebok, the manufacturer and designer of the often-criticized Edge jerseys, quietly began a branding transition back in 2008. Three years later, it's still ongoing and a recent change has spawned an abundance of emails and tweets from Icethetics readers.
In 2007 when the Edge jerseys were launched, the stylized "r" logo appeared on the back of every sweater just below the collar. It was also used on all the tags as well. That was the case until the following year when Reebok began implementing the new wordmark.
In 2008, the new logo began appearing on the tags of all the new jerseys — specifically the 18 third jerseys which were launched that year. I don't know whether the 2007 jerseys manufactured after 2008 started getting tagged with the new mark.
Now in 2011, the wordmark is transitioning to the back of the jerseys, unsurprisingly. The new NHL uniforms being launched this year all feature it. Though whether it will appear on jerseys produced prior to 2011, I can't say. For now, I'm basing this information on images in the NHL's online store.
Comparing the Reebok logo on NHL jerseys / NHL.com
Many of the emailers and tweeters who've asked about this are quick to point out screenshots from EA Sports' NHL 12 video game. I go through this every year with many of you, but it seems I always have to say this: For as much as EA supposedly takes care to be accurate with uniform details, these early game images are, at best, inconsistent. So let's not pretend they're gospel. We'll know for sure soon enough. The hockey season's not that far off.
I tweeted yesterday that I had something annoying to blog about regarding Reebok. This was it. Honestly, the reason I haven't written a post about this until now is that I didn't find it interesting or newsworthy. Icethetics is about team branding. I don't usually write about the corporate stuff. But enough of you brought it up to warrant a blog post. If you have any other questions, I'll do my best to answer them in the comments.
Reader Comments (34)
Indeed, as much as EA no doubt tries, they're likely working with incomplete information, at least until late in development, or asked to intentionally obscure/alter details for release media to preserve secrecy.
The Reebok logo didn't feel obtrusive or out of place. It blended into the jersey so as not to distract from the team elements and colors. Unfrotunatley the new wordmark feels forced and overstated especially at the neck line.
The Reebok logo is called the "vector".
I never really saw it as an "R".
I hope they change it, I like the reebox versus the wordmark.
The word mark kind of looks tacky compared to the logo, but I guess it's not so different from the days of having CCM or KOHO on the back. Hopefully this isn't the beginning of something closer to the jerseys over in Europe with logos and ads all over the place.
Perhaps they thought that their weird "R" mark would catch on and be instantly recognizable like the Nike logo. I think it falls short of that. I never liked that "R". Switching to the "Reebok" wordmark is just the smart thing to do. My gripe is that it's above the name bar. I hate that. I'd prefer to see it down at the bottom back of the jersey somewhere.
In the SEL (Elitserien) they used the wordmark on the back of the jerseys already last season. A change for worse though.
The Binghamton Senators used the new wordmark on the first set of their dark jerseys during the Calder Cup final. I thought it looked mighty cool. But for the jerseys they wore when they clinched the CC it was the old logo.
Odd how they switched back and forth.
The word mark is better than the gaudy logo.
Oh my god, instead of a logo it's the actual brandname?! How could they?! I've got half a mind to start a riot and burn down Reebok headquarters...Oh wait, it makes zero difference whatsoever, nevermind then.
it kind of reminds me of watching a soccer game and seeing company names displayed on the front of the jerseys.... and it takes away from the design to have a word over the name plate.
Reebok had done the same changeover with the NLL (National Lacross Leage) a few years ago with the jerseys going to the wordmark
RBK ruined these jerseys. I miss CCM/KOHO.
"Though whether it will appear on jerseys produced prior to 2011, I can't say." Looks like it will. When the Avs introduced their new goalie Semyon Varlamov today, the jersey they gave him featured the wordmark.
Dislike the wordmark as well. If they are going that direction at least it could have been a more interesting and unique font. The way it is now it might as well be Helvetica or Arial. I miss the CCM logos on bottom of jerseys, at least they would put their logo in the team's colors.
When I started noticing it on players' pants and helmets I felt a little relieved. That vector logo is little more than a swoosh-wannabe and it looks really generic.
I'm with Chris on this one.
You people need to get a hold of yourselves..
Hmmm, so are we gonna see a "Nashville Reebok" text on the back of all Preds jerseys?
And was that logo really an "r?" I never saw it that way.
To me, I've seen pictures from Binghamton with it and it really isn't that noticeable. I mean, blown up in a picture it looks big, but in the grand scheme of things it's hard to tell it's there.
If you don't like it THAT much, just don't buy jerseys. It's not a big deal!
Keep in mind too that prior to the "Vector" logo that Reebok used to just have, well, Reebok (and the Union Jack!) on their sneakers back in the day (I owned more pairs of Reebok sneakers than what I could handle in the 80's ... gawd I feel old)
I definitely preferred the "vector" logo over the wordmark as one person already stated, it seemed to blend in more and not look so forced, but this is definitely what Reebok is going with in the future. I bought a Canucks jersey duing the SCF and it has the workmark not the vector logo, you will also find the wordmark on the sleeve now.
Nice. the jersey i got last year is already outdated...
I also prefer the vector logo. I also can say that I own several jerseys that have the Reebok workmark tag from jersey designs that were part of the initial unveil (I remove them from the jersey because, simply put, it doesn't look right, and before anyone asks, not a single one has been ruined).
I find it odd though, because at the Draft, the jerseys that were presented all had the vector insignia, which had me hopeful, but alas, not to be.
The mark looks better than the word Reebok. I wish they would put the branding somewhere else, perhaps like the bottom hem. That new Panthers back of the jersey looks lame!
Anyone know the dates/terms of the NHL contract with Reebok ? I believe the NFL is switching to NIKE next season. Just wondering how much longer Reebok holds the right sto the NHL. Hopefully, in any new bidding..the league could add some restrictions to wear the corporate logo can go..
I work at the Wild team store, and the new player t-shirts we got for Setoguchi have "Reebok" on the back neck now. I haven't heard if new jerseys we order from Reebok will still have the Vector Logo or not...
Pics on Avalanche site from Varlamov presser shows Reebok wordmark on the Avs' jersey, so maybe they will have all converted.
@Joe,
I saw that in the NLL and wondered what the heck it was. I don't like the word mark. Doesn't feel as 'professional sports' to me. This past season, I noticed that some of the guys had the word mark and some had the logo. That looked really bad on the team(s) as a whole.
I miss the old CCM style jerseys. The positioning of the Reebok branding has always been a key marketing strategy for them. You could see the logo way better on TV at the back of the neck than you could in the bottom corner of the jersey (CCM). Plus the CCM jersey's fit the husky fan quite a LOT better. I think the NHL has experimented enough with Reebok, and should switch back to the old CCM style.
The Preds leaked jerseys had the vector logo on it. weird
Not only the leaked version but the one that was unveiled at the draft. Same deal with the Panthers jerseys at their draft party.
I'm not sure why, but I'm offended by the wordmark, but not from the vector logo. cant explain why, I guess I just feel the wordmark is blatant advertising, even though, really, they both are.
I miss the old CCM style jerseys. The positioning of the Reebok branding has always been a key marketing strategy for them. You could see the logo way better on TV at the back of the neck than you could in the bottom corner of the jersey (CCM).
The Preds leaked jerseys had the vector logo on it. weird
I've watched a few pre-season games already this season and from what I've seen, it looks like all teams have gone to the Reebok wordmark.