A NEW CHAPTER FOR REEBOK
Nothing says new chapter in 2021 like deleting everything from social media. We like a fresh start, and Reebok are marking the beginning of Kerby Jean-Raymond's (of Pyer Moss) new role as creative director of the brand with a blank Insta-canvas. Joining Kerby is Jide Osifeso who he brought along to lead the direction for Reebok's new creative identity. “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 andcare about the same audience.” The start of this new look for Reebok has been introduced with the film 'Reconnect', a series of films directed by Jonas Lindstroem, a look at the relationship between sports and community. “The film series was made for people to derive their own meanings," says Osifeso. "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.” Watch the film above.