Reebok Teases Kerby Jean-Raymond’s Vision in New Film
Kanye West’s collection for Gap is not the only one being teased this month.
Today, Reebok is releasing Reconnect, a video collection featuring an early peek at the brand’s new creative direction under Kerby Jean-Raymond. The Pyer Moss designer was named vice president of creative direction for Reebok in September 2020, expanding his longtime relationship with the brand. One of his first moves was to recruit Jide Osifeso, a veteran of Sole Technology, Adidas and RVCA, as artistic marketing director. They created Reconnect to bring Jean-Raymond’s vision of the brand to life.
“I’ve been blessed to have three to four creative partners in my life and Jide is one of them,” Jean-Raymond said. “He’s the genius who’s been behind your favorite geniuses. We speak the same language and care about the same audience.”
“The opportunity for someone like myself to contribute to a company with such a rich heritage is special,” Osifeso said. “Having the ability to work with one of my brothers to challenge what a brand like Reebok can and should look like is not only an exciting endeavor, but also an important one to undertake.”
Reconnect introduces Reebok’s fall 2021 collection through a series of short videos and one long-form film directed by Jonas Lindstroem in partnership with Osifeso. The film features kids playing and watching basketball, climbing trees and getting valuable life advice from adults.
“The film series was made for people to derive their own meanings,” Osifeso said. “I wanted to explore forward movement — literally and figuratively — and on a macro level, the idea that life is not a spectator sport as we should always strive to make the most of every moment in our journey through life.”
