After nearly 30 years, Reebok shifts the direction of their brand, focusing on fitness in general rather than elite athletes. Part of that is a new logo.

The new logo boasts the delta mark and accompanying text, marking just the second major logo change in the brand’s 121-year history. It was previously used on some of the company’s Crossfit gear, and will be rolled out broadly on footwear and apparel this month.

As reported by Adage, the brand featured a Union Jack flag from 1895 to 1986, coming from its founding in the United Kingdom. Then in 1986, it switched to the vector logo, which will be gradually phased out on all products except Reebok Classics.

“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,” said Matt O’Toole, Reebok Chief Marketing Officer.