Following Kerby Jean-Raymond's appointment to the role of Vice President of Creative Direction at Reebok, the brand has unveiled a video collection, titled Reconnect, with an aim to give consumers insight into the new direction for the iconic sportswear brand.
Together with Artistic Marketing Director, Jide Osifeso, Jean-Raymond is ushering in a new era for the brand. The first manifestation of the reimagination of Reebok, is a FW21 campaign featuring the Reconnect collection, which takes shape in a series of vignettes and a film directed by Jonas Lindstroem.
“The film series was made for people to derive their own meanings. 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.” Osifeso said.
In the vignettes, which have been shared across the brand's Instagram and YouTube channels, a runner is seen jogging through foliage, arriving at the camera and taking a worn-in Reebok shirt off. In another, a group of friends gather on bleachers before the film cuts to clips of a child with a microphone, a group of people walking together, two boxers sitting in a house post-fight, people being blown across a basketball court in the wind.
“I’ve been blessed to have three to four creative partners in my life and Jide is one of them,” said Jean Raymond. “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,” said Osifeso. “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.”
The first product line influenced by Jean-Raymond will debut in SS22 and the first collection driven entirely by his creative direction will be revealed in SS23. Watch the full length film, below.