{"id":29614,"date":"2021-07-14T21:00:04","date_gmt":"2021-07-14T21:00:04","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=29614"},"modified":"2021-07-14T21:31:19","modified_gmt":"2021-07-14T21:31:19","slug":"reebok-kerby-jean-raymond-short-film-cratemaster-basketball-community-youth","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/reebok-kerby-jean-raymond-short-film-cratemaster-basketball-community-youth\/","title":{"rendered":"Kerby Jean-Raymond Directs New Short Film With Reebok"},"content":{"rendered":"
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Title screenshot of Cratemaster\u2014Directed by Kerby Jean-Raymond.<\/em><\/figcaption><\/figure>\n

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<\/a>, 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 \u2014 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\u00a0<\/span>bragging rights of being the “CrateMaster.”\u00a0Filmed in Brownsville, New York, adjacent to Jean-Raymond\u2019s hometown of Flatbush, the cast of CrateMaster<\/i> are all Brownsville\/Flatbush area residents. This was important to Kerby to provide a platform for the community \u2014 a stage to tell its own story.<\/p>\n

\u201cFor 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,\u201d explained Kerby Jean-Raymond. \u201cWhile 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.\u201d The film, which makes subtle nods to classic and forthcoming Reebok<\/a> 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\u2019keem, 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!<\/p>\n

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Screenshot of Cratemaster\u2014Directed by Kerby Jean-Raymond.<\/em><\/figcaption><\/figure>\n
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\u201cAs 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 \u2018life is not a spectator sport,\u2019 we\u2019ll impart on our audience the power of movement and how you<\/i> can move, no matter where you\u2019re 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.\u201d<\/h3>\n

\u2014Kerby Jean-Raymond<\/p><\/blockquote>\n

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Screenshot of Cratemaster\u2014Directed by Kerby Jean-Raymond.<\/figcaption><\/figure>\n

Check out the short film below:<\/em><\/strong><\/p>\n