We would like to go on record and say that Kerby Jean-Raymond is quite possibly having the best week ever. Coming fresh off a monumental haute couture debut last week, the Pyer Moss creative director and Vice President of Creative Direction for Reebok, is back at it agin. Adding director to his ever-growing CV, Kerby presents “CrateMaster,” a short film in collaboration with Reebok that documents the beautiful youth of Brooklyn, NY who revolve their daily lives around the blacktop — basketball. Taking inspiration from Jean-Raymond’s own experiences growing up in Flatbush, BK, the film chronicles grassroots inner-city basketball and the determined Black youth who create their own safe spaces. The film follows a neighborhood in all its richness and a slew of vibrant youth as they compete for a pair of Reebok Iverson Answer sneakers as well as bragging rights of being the “CrateMaster.” Filmed in Brownsville, New York, adjacent to Jean-Raymond’s hometown of Flatbush, the cast of CrateMaster are all Brownsville/Flatbush area residents. This was important to Kerby to provide a platform for the community — a stage to tell its own 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 Kerby Jean-Raymond. “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.” The film, which makes subtle nods to classic and forthcoming Reebok footwear, proves how creativity and passion for play can turn a city sidewalk, fence or alleyway into a gravitational force for community and competition. The triumphant end of the film as Cratemaster champ, Ja’keem, ascends on his throne — constructed of gold spray-painted milk crates — is a love letter to all the Black and Brown kids of New York: this city is yours for the taking!
“As part of Reebok’s new approach to storytelling, we want to showcase sports and activities that everyone can have access to. 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.”
—Kerby Jean-Raymond
Check out the short film below:
Per a press release shared with GRAZIA: “In the coming months, Jean-Raymond and Osifeso (Reebok Artistic Marketing Director), will continue to drive Reebok’s new aesthetic and ethos forward, leading into the unveiling of a new global brand campaign in SS22. The first product line influenced by Jean-Raymond will debut in SS22, followed by the first collection driven entirely by his creative direction in SS23.”
We can’t wait to see more of Kerby’s design vision for Reebok — and for all the shoe styles and colorways we’re going to get.
