Kerby Jean-Raymond has been producing exclusively great things for Reebok since being appointed the brands VP of Creative Direction in September 2020. This week, it's no different with the release of CrateMaster, a short film Jean-Raymond directed for the brand focussing on Brooklyn's youth and ushering in Reebok's new brand vision under Jean-Raymond's influence.
Filmed in Brownsville, New York, adjacent to Jean-Raymond’s hometown of Flatbush, within the Brooklyn borough, CrateMaster is based around the lives of inner-city youth, forging their own paths, creating space for play and well-spirited competition as they plan a basketball tournament for the neighbourhood. The teenagers pool their money together as a buy-in and compete for a pair of Reebok sneakers.
The film, which makes subtle nods to classic and forthcoming Reebok footwear, makes a point to display how creativity and passion can turn any environment into a magnetic space for community and competition. Jean-Raymond furthered this sentiment by casting area residents on screen, offering the community a stage to tell its story.
“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 Jean-Raymond in a press release. “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.”
“As part of Reebok's new approach to storytelling, we want to showcase sports and activities that everyone can have access to,” continued Jean-Raymond. “Building upon this idea that ‘life is not a spectator sport,’ we’ll impart on our audience the power of movement and how you can move, no matter where you’re from or the resources you may or may not have. This people-first perspective is authentic to Reebok and will inform our dialogue moving forward.” He said.
To further support Brownsville’s youth and the community casted in the film, Reebok will donate needed equipment and supplies to the Friends of Hilltop for the Hilltop Playground and recreation centre.
Experience the CrateMaster film for yourself, below.