Reebok’s Kerby Jean-Raymond Spearheads A Creative Change

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Refreshed and ready to tackle the upcoming months, Reebok’s leadership has decided to transform the company’s brand image in an effort to reconnect with their current consumers and reach new audiences.

As Reebok’s F/W21 slowly unveils, the brand’s creative leadership under the direction of Vice President Kerby Jean-Raymond hinted at a brand transformation on their Instagram. Now, the first part of this change has been revealed, spearheaded by a multi-part campaign. Its first manifestation, a video series titled “Reconnect,” explores the relationship between ourselves, sports, and community. The series, consisting of several vignettes and one long-form video, displays the importance of making the most of every moment in life.

To make this campaign possible, Jean-Raymond recruited fellow visionary designer Jide Osifeso to assume the role of Artistic Marketing Director. When speaking about Osifeso, Jean-Raymond states that “He’s the genius who’s been behind your favorite geniuses. We speak the same language and care about the same audience.” Osifeso, along with film co-writer Jonas Lindstroem, took control of the Reconnect series’ creative direction.

The long-form video is currently available to view on Reebok’s YouTube channel. Alongside it, short videos will be released on Reebok’s Instagram in the coming weeks. All of this will give a slight preview into Jean-Raymond and Osifeso’s global SS22 vision, culminating in the former’s first solo creative collection in 2023.

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