Reebok only has about two small sections on the wall at retail outlets. They are typically combined with New Balance, Fila and adidas. In many retail stores they don’t have any floor space at all, and due to the sheer volume of Nike product in every sneaker store, Reebok, which shouldn’t be overlooked, can be glossed over quickly as a customer scans the sneaker wall. The only time the wall isn’t glossed over is when there are Questions, Kamikazes or Shaqs sharing space with Club Cs, or Cardi B collabs. The InstaPump Fury, a staple in many sneaker collector’s closet, is never a general release. Which makes sense because it is a shoe that is coveted by sneaker culture and releasing too many pairs can lead to the product sitting and not having any value.
The Background
CrateMaster underscores Jean-Raymond’s latest work for Reebok, however, the Pyer Moss founder has provided creative leadership across each of the brand’s design disciplines since joining as VP of Creative Direction in September, 2020. To start, he sought fellow creative, designer and now Reebok Artistic Marketing Director, Jide Osifeso. Osifeso, who spearheaded “Reconnect” and the brand’s social relaunch this past June, has been building an internal creative agency to guide Reebok’s new identity.
I hate to draw comparisons to Fear of God x adidas, but in a few months time Reebok has created two buzzworthy concepts which highlight basketball, connecting to the cultural and emotional connections needed to rebuild a bridge to a consumer enamored with Nike and Jordan Brand. While I understand that you can’t rush creativity, there hasn’t been a lot discussed outside of adidas Basketballs move to Los Angeles. There was the rollout of a FOG Mule by Jerry Lorenzo and apparel, but nothing specific to basketball and the cultural aspects of community.
The heavy investment into marketing by Reebok makes sense. If you are looking to sell something, you polish and clean it. Reebok appears to be as free as it has ever been. There have been moments over the years that could have hit, but the last years felt forced by people who didn’t really have their heart in the moment. With Kerby and Osifeso delivering the type of content seen in the short film above, they have found a means to hit multiple demographics. The video highlights youth culture, but there is a paradox. Kids today are more invested in becoming the next influencer. They are connected to their phones and to E-Sports. They watch basketball as digital chunks via Overtime, but they aren’t getting out into the streets to hang milk crates. The video hearkens to bygone generations.
I first dunked on a crate hung to a telephone pole in the projects in North Memphis. I couldn’t get run at Bickford Community Center because we had older guys who could have been All-Americans, but they ran the streets around Fifth, Bickford and Seventh Street. Us young guys had to hone our skills on the concrete or dirt, hooping on crates. I went on to play JUCO ball in California. I coached and ran a big basketball scouting service. In all of these years I haven’t seen crates, or bicycle tire rim basketball… But damn, this video hit me. Who is it for? There are obvious allusions to AI with the smallest dude utilizing craftiness, crossovers and skill to dominate larger players, but ultimately as beautiful as it is, you would be hardpressed to find kids rocking Reebok in various neighborhoods; and maybe that is the point. Reebok is manifesting what it wants. The company that lost its way for so long, realizes that heritage can be the connecting tissue to the future. Bring the OGs along who remember these times and when we visit the sneaker shops, we might tell you the story of New Orleans making the Workout the shoe of choice. We might talk about how The Question at one point was fresher than the Jordan 11. Instead of grabbing another Uptown for our kids, we move them towards the Vector.
Reebok Looks Like It’s Finally Free
adidas is selling Reebok. One of the potential buyers dropped out of the bidding, but the business discussion here is intriguing. Since adidas has owned Reebok, the brand dropped out of basketball completely. They focused solely on CrossFit for a period of time, which is somewhat understandable as owning a niche can pay dividends, but (uncomfortable comment coming) CrossFit consists of a demographic that is less likely to purchase multiple pairs of shoes consistently throughout the year. Although the activities in CrossFit and HIIT can lead to ripped and torn kicks, rope climbs are killer, that demographic will break in and wear what’s comfortable without regard to fashion. As adidas took off in 2014, Reebok was not extended collabs that featured the Boost Technology. If you take a moment and visit the Reebok YouTube you can clearly see where the brand began to look at potentially selling. The content created got a shot in the arm around 2015-16. Prior to that there is 4 year gap in content. On YouTube the dates jump from 9 years ago to 5. This coincides with adidas’ explosion in sales.
Why ‘Adidas CEO to reshape Reebok’, is the same as Under Armour without the Drama
If you haven’t taken a moment to watch CrateMaster, it’s 8 minutes of your time, but I promise you, it’s worth it.
CrateMaster, a narrative short film directed by Reebok’s Vice President of Creative Direction, Kerby Jean-Raymond, profiling grassroots inner-city basketball and the community of youth who build the game from the ground up.
Directed by @kerbito + @madeby.james
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Written by @kerbito + @carissaromain
Copywriting @mikeishadache
Starring Ja’keem Gibson and Tyronne Williams
Khadim Thiam, Jonathan Saravia, Dominique Madison, Kevin Leak Jr, Ethan Moses, CJ, Michael McLean, Roberto Ward, Kei Lymon, Djeynabou “Jen” Bah, Isaac Simpson with Cynthia Bell and Russell Davenport
Шорты белые reebok
Co-Producers @plexas @mikeyerrante
Reebok Reebok Fulgere Slides female
Production Co @by.basewood @kistud.io @strudy.productions
Reebok aztrek white black blue yellow men running casual sneakers shoes cn7840
madebyJAMES: @city.james + @darrin__james
Director of Photography @robjulin
1Reebok Classic x Keith Haring Crack is Wack Collection
2nd AD @em.louise.roos
2nd 2nd AD @iamyoungwess
Reebok Flexagon Energy Train 3 Cold Grey 4 Core Black Cold
Reebok Classic куртки
Кроссовки reebok р 34 оригинал
Editor @kevingtsai
STORY mfg Reebok
Sound Design/ Post Audio Recordist @jeremyjung
Colorist @ariannashiningstar