Tasked with reviving a global brand in need of a refresh, Reebok’s current logo was made in 1997, and the products currently offered in general could use an update in creativity and direction. Due to a decline in sales, Reebok, a fallen giant in the sports world, was forced to pivot to towards marketing themselves more as a fitness brand. In order to live up to their mission statement, “Leading through Creativity” and “inspiring movement through sport”, a rebrand is necessary to signal we have the courage to step back into the sports world. Uniqueness and adaptability in the sports market with products that inspire movement, change, and creativity — we just need to respark a desireable connection between consumer and product.