All eyes are on Reebok as its basketball revamp is slowly coming to fruition. The brand’s latest short film, CrateMaster, centers Reebok heritage alongside the brand’s new vision with the help of Vice President of Creative Direction, Kerby Jean-Raymond.
CrateMaster lets the community narrate the story. Taking place in Brownsville, New York, the film showcases that creativity and passion for play can turn concrete into a sanctuary for community and competition. As Reebok states, it’s “a place where underdogs can become champions.”
“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,” Kerby Jean-Raymond, VP of Creative Direction for Reebok, said. “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.”
“As part of Reebok’s new approach to storytelling, we want to showcase sports and activities that everyone can have access to,” Jean-Raymond added. “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.”
In addition to the film, Reebok will donate needed equipment and supplies to the Friends of Hilltop for the Hilltop Playground and recreation center to further support Brownsville’s youth.
Watch the newest film below, and keep it locked for more Reebok news. Be sure to sign up for a SoleSavy membership to learn more about the most genuine sneaker community out there and how to buy upcoming releases.
