Reebok premieres CrateMaster, a short film directed by Reebok Vice President of Creative Direction Kerby Jean-Raymond. The film showcases grassroots inner-city basketball with the plot of the film centering around a kid doing everything in his power to win a pair of Reebok Question Mids through a basketball tournament. The film also is the kick-off of Reebok’s new identity, with Jean-Raymond and Reebok Artistic Marketing Director Jide Osifeso leading into the unveiling of a new global brand campaign in Spring/Summer ’22.
CrateMaster was filmed in Brownsville, Brooklyn, a stone’s throw away from Flatbush where the Pyer Moss founder grew up and cast local residents for the film. Jean-Raymond and Reebok also threw a community event Tuesday night at Brownsvile’s Hilltop Playground for local residents, in which CrateMaster was screened for the audience as well as a basketball tournament with the cast members, carnival games, and other entertainment.
“For inner-city areas like Brooklyn, where this particular story is told, access to play is a big issue – you have so many people with so little resources and even less space,” explained Kerby Jean-Raymond. “While CrateMaster shines a light on that, it more so defines the power of community and play that motivates these youth to create their own access, to be with one another and to compete.”
Reebok will also donate supplies and equipment to the Hilltop Playground and rec center.
“We wanted to leave a lasting effect at Hilltop Playground that goes beyond shooting a film or hosting an event in it,” Kerby added. “With these contributions, we hope to elevate the overall experience at the park, and ultimately build a stronger community, after all, this is my hometown so I wanted to make a strong impact in it.
CrateMaster can be watched below via Reebok’s Youtube channel and check out the behind-the-scenes photos from the film as well as the community event.
