Global athletic brand Reebok today announced a new role for Pyer Moss designer Kerby Jean-Raymond who is now the Boston-based brand’s vice president, creative direction. Additionally, Jean-Raymond will serve on the Reebok senior leadership team and report to president Matt O’Toole.
In addition to creative leadership, Jean-Raymond will work closely with Reebok’s product, global marketing and development organizations to build a consistent message across all platforms.
Jean-Raymond will take a lead role on Reebok’s Product with Purpose program, a platform created to promote greater racial equality. The first Product with Purpose capsule will launch in 2021. The first Reebok products built under Jean-Raymond creative direction will launch in 2022.
Reebok and Jean-Raymond first partnered in 2017 through the Reebok by Pyer Moss sub-brand, a platform responsible for a series of well-received shoe and apparel drops. Their efforts were recognized in 2018 by Footwear News with the collaboration of the year award.
Commenting on his partnership with Reebok, Jean-Raymond wrote, “Today, that collaboration will evolve. Pyer Moss is not just a partner of Reebok, but I am now the creative director, globally. Or technically…vice president, creative direction. To my Reebok fam, there’s a lot of work to do. Can our mind-sets collectively evolve to serve the future? Are we inclusive enough? Are we bold enough? Are we challenging tradition enough? Are we ready to unlearn? It’s going to be difficult. I’m ready though.”
A year into their partnership, Reebok named Jean-Raymond artistic director of Reebok Studies, a new division create to incubate emerging talent.