Is Reebok Re-Branding?

A friend of mine posted the new Reebok CrossFit “The Sport of Fitness has Arrived” commercial on their Facebook wall and while I understand its a “statement” commercial unveiling their commitment to CrossFit as a sport, I have to ask about the branding. The majority of the commercial has shipping containers being delivered all over the world…essentially creating intrigue but where is the Reebok brand icon?

  The commercial runs 1:02 seconds and at 52 seconds you get a glimpse of “Reebok” on the wall of a gym…and a few other glimpses at “Reebok” on the wall before the commercial is over. This commercial is running in some of the most expensive NFL time slots, why not tie your globally iconic logo into the commercial…is the Reebok logo graphic changing to this triangular icon?  I think I have this icon on my dashboard to press when I need my emergency lights on!

I think tying into the CrossFit movement maintains Reebok’s position at the forefront of the sports market, and if that involvement continues to feed back into product development with products such as the Real Flex (great commercial here with Reebok logo throughout!) then even more kudos to Reebok.

However, I’m confused by their branding strategy for this announcement commercial.  Any one agree or disagree?

Suz