Modell's Sporting Goods is revising its logo as part of a new rebranding effort It also is opening up a new prototype store in Pelham, N.Y. as part of its “Rebirth” initiative.

On Wednesday, Sept. 30, Modell's executives led by President Seth Horowitz will give a formal presentation at Yankee Stadium to their vendors regarding its ” multi-million dollar 'Rebirth' initiative.”

In a brief statement announcing the event,  the company said, “The foundation of Rebirth is built upon two elements which are the result of a response to key learnings identified in a consumer research project which Modell's Sporting Goods first embarked upon in early 2008.  The objective was to bring clarity to our company's vision and brand portion so we could better serve our existing and target customers.”

The first element “is a redefined and clarified vision and brand position, inclusive of newly revised logo.” The second is “creating an in store environment in accordance with our vision and brand position: 'Embracing and celebrating passion for sport' while executing a 'convenient and compelling shopping experience.'

The first new store that will represent this rebirth concept is its Pelham store, which is set to open this Thursday with a ribbon-cutting ceremony at 8:45 a.m.