can understand some of the rationale, ie unblocking it and removing sport wording etc from purey aesthetic reasons to update the brand, which is a good thing. But to change it the way they have and think that it is positioning as a premium sports brand, sorry not this time. The application shown in this article and what is actually out there are very different as well. Smells like a case of the client ruining the work of the designers once it has been handed over .
i like it, and apart from the e communicating the spirit of communication, it also evokes the idea of a rebel, someone who goes against the grain.
not only that, it separates it from the tired branding of places like foot locker.
that said, with the friendlier look and black/yellow scheme, it reminds me a bit of dick smith's recent rebranding (techxperts).