INOV8 rebrands for the first time in 20-year history

Sporting pioneer INOV8 is rebranding for the first time in an illustrious 20-year history.

Founded in the mountains of Northern England in 2003, the company sells innovative running, hiking and gym gear in more than 50 countries worldwide.

Now, to mark its proud two-decade milestone, INOV8 has a fresh new look designed to support accelerated growth into the next 20 years.

The rebranded name and logo will showcase on product for the first time this December when INOV8 launch a revolutionary new off-road running shoe.

This will be the first shoe in a new 2024 coming-of-age footwear collection that incorporates the biggest-ever design changes made by the brand.

These changes include new foot-contouring fits and new cutting-edge technologies that will enhance performance and comfort for runners, hikers, and gym enthusiasts.

The company’s name is being simplified from INOV-8 to INOV8, making it easier to read. The use of a foot-shaped logo to symbolise the number 8 is being replaced by a new logo of a bird’s talon, which signifies the brand’s past, present and future.

INOV8 founder Wayne Edy said: “This is a milestone moment for inov-8, arguably the biggest in our 20 years.

“The new identity and footwear collection are game changers. They’ll supercharge us into the next two decades with a modern look and feel that is more relevant across all our categories, while retaining the heritage upon which we’ve built international success.

“The use of the new talon logo is crucial in this. Much like birds use their talons to grip to a surface, to create a sense of control and balance, our talon logo does the same, reflecting the long-standing proud design ethos of our footwear.”

As well as showcasing on the first new shoe, the brand’s revamped look will also be evident in selected INOV8 stores prior to 2024. A full rebrand rollout is planned for the new year.

To further inject fresh energy and skillsets, a new INOV8 management team has been assembled over the past 18 months, led by CEO Mike Snell. Edy continues to be heavily involved in the day-to-day running of the business and is personally overseeing the design and development of the new 2024 footwear collection.