When Kerby Jean-Raymond partnered with Reebok in 2017, designer Pyer Moss had only one job: to create a sneaker and some clothes to accompany the shoe’s early days. This inaugural collection has evolved into an ongoing partnership between the two brands which has given birth to several collections and sneakers. After making an indelible mark on the legacy sportswear brand, where do you go next? Global Creative Director of Reebok, of course. “Or technically … Vice President of Creative Direction,” the designer announced on Instagram.
“Whenever an interviewer asked me what else I would like to be a creative director I would never say it, but in my head it was always a shoe brand. I have to shake the shit up a bit you know? Thanks @reebok. I haven’t had a job in 9 years, so please get me a lunch box, ”Jean-Raymond wrote on an Instagram post announcing the news.
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In his new role, Jean-Raymond will lend his creative eye to all of Reebok’s design strategies and work alongside the global marketing and brand development team to implement his ideas, “while also focusing on building a social sense in our work, “he said in a press release. Jean-Raymond will report to Reebok President Matt O’Toole.
“Kerby is a fashion visionary with a bold approach who has established himself as a passionate leader and activist,” O’Toole said in a statement. “We are extremely excited about the impact he will have on Reebok in terms of design and brand purpose and for him to bring his unique voice and direction to the Reebok brand more broadly. This is certainly a great opportunity for Reebok and for Kerby – he understands the value of our rich heritage and iconic silhouettes and how he can build on that and take Reebok in an exciting and evolved direction. “
Jean-Raymond will also be involved in Reebok’s Product with Purpose program, as part of the United Against Racism brand commitments, which will be launched in 2021. The following year, Jean-Raymond will launch all products created under his creative direction. .
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