Boston-based sport brand Reebok has unveiled a new visual meant to provide a launching pad for the brand’s coming creative direction as led by Kerby Jean-Raymond, vice president of creative direction. Titled “Reconnect,” the project was conceived by Jean-Raymond and Reebok artistic marketing director, Jide Osifeso. The film lays the groundwork Jean-Raymond’s vision for the brand’s offerings, which are scheduled to launch in spring 2022.
Directed by Jonas Lindstroem, the 12-minute film, according to press, is “inspired by Osifeso’s own relationship to sports growing up, the film explores forward movement, literally and figuratively, and examines the relationships between ourselves, sports and our communities.” In the video, the action is centered on the relationship between a young man and his father, who provides the son with life advice as they walk through a tree-filled community.
Pyer Moss founder and designer Jean-Raymond first partnered with Rebook in 2017 on a Reebok by Pyer Moss clothing and shoe capsule. Their ongoing efforts were recognized in 2018 by Footwear News with the collaboration of the year award. Reebok announced Jean-Raymond as vice president of creative direction in September 2020.
Not long after Jean-Raymond was announced as creative lead, Adidas let it be known it was looking to unload Reebok. Adidas is currently looking at offers for the brand. German publication Handelsblatt recently reported the brand is looking at five bids, four of which are investment firms.
Reebok announced Jean-Raymond
Check out “Reconnect” below.