Reebok premiered “Cratemaster,” a movie directed by Kerby Jean-Raymond, at Hilltop Playground in Brooklyn, N.Y., on Tuesday.
The sportswear model supported the movie premiere with a public occasion that includes carnival-style video games, music and a match supposed to carry context to the movie that Reebok creative advertising and marketing director and “Cratemaster” artistic director Jide Osifeso stated is impressed by certainly one of Jean-Raymond’s life experiences.
The movie follows a younger, undersized baller who saves his cash to enter an unofficial neighborhood 2-on-2 basketball match the place the winner receives a pair of Reebok Iverson Answer sneakers. The half-court basketball-style play is held on a sidewalk with a crate tied to a gate to function the basketball hoop. As the match progresses, the neighborhood takes to the block to observe the children play for the highest prize and bragging rights.
“This is definitely a story rooted in Kerby’s past,” Osifeso stated concerning the movie. “This was very personal, something that happened to him as a kid finding access to things that were missing. I would say basketball has a low barrier of entry. You don’t need a mask or 10 people, you can play ball on crates.”
“Cratemaster” is a longer-form narrative piece that expresses the Reebok model and “doesn’t feel like marketing,” stated Inga Stenta, previously world head of brand name advertising and marketing at Reebok and presently head of Reebok U.S. advertising and marketing.
“What we’ve seen in the U.S. is just how important basketball is and how unique Reebok is in this space,” Stenta stated. “What this film does and what we as a brand can do is shine a light other brands can’t in how we try to show all sides to the world.”
On the floor, “Cratemaster” is a coming-of-age basketball movie about believing in and betting on your self and what you’re able to, however Osifeso believes the movie has a deeper message on accessibility.
“If they’re missing a basketball court, what else are they missing?” Osifeso requested. “What are their schools like? It’s a symptom of a greater problem.”
Prior to becoming a member of Reebok, Osifeso launched a group with Canadian model Reigning Champ known as Weeping Eye that can debut its subsequent assortment in September. The partnership was unveiled in 2019 and provided at manufacturers Reigning Champ and Osifeso’s label Hymne, in addition to Nordstrom, Saks and Matchesfashion.com, amongst different retailers.
Osifeso additionally labored with sportswear corporations together with Nike, Jordan and Adidas and described Reebok as “this untouched gem.”
“Cratemaster” can be one of many first movies to come back from Reebok since its new look led by Jean-Raymond. The Pyer Moss founder and designer who just lately offered his first couture assortment as the primary Black American designer to be an invited visitor of the Chambre Syndicale de la Haute Couture, joined Reebok in late 2017 to supply a sportswear line with the corporate generally known as Reebok by Pyer Moss. After three collections with the corporate, he was named vice chairman, artistic route in September 2020.
Reebok kicked off the brand new route in June with “Reconnect,” a movie by Osifeso and Jonas Lindstroem that forgoes the standard athlete advertising and marketing marketing campaign for a deeper narrative concerning the particular person, which Osifeso says is extra attention-grabbing than being “the world-class athlete.”
“We can’t do the world-class athlete being the best and being the Olympian. To me that’s not interesting,” he stated. “What I find more interesting to talk about is the individual that turns to sport to hang out with friends and decompress. Fathers that use the context of sport to talk about wealth and their body. We want to be very much mindful of inclusivity, but also access to ideas. We would love for you to buy our stuff, but it’s important to connect with a brand like ours.”
Reebok’s basketball enterprise has been fronted by NBA Hall of Famer Allen Iverson since his signing in 1996 after which for a lifetime deal in 2001. One of their present lively NBA athletes, Montrezl Harrell, performs for the Los Angeles Lakers after stints on the Los Angeles Clippers and Houston Rockets.
Outside of basketball, Reebok athletes and endorsers embrace Arizona Cardinals defensive finish J.J. Watt and his brother, Pittsburgh Steelers linebacker T.J. Watt, working again Devonta Freeman, WNBA Chicago Sky participant Lexie Brown, who’s the daughter of NBA retiree Dee Brown who signed a lifetime contract with Reebok and helped promote the corporate’s Pump sneakers, and MMA fighter Conor McGregor.
A number of of the approach to life and leisure companions embrace designer Victoria Beckham, rappers Cardi B and Future and mannequin Gigi Hadid.
Stenta stated of “Cratemaster” and the significance of basketball available in the market: “Basketball is such an important part of the business in the U.S., I believe we will see this storytelling. It’s about the new voice that Kerby is bringing to the brand and connecting to the consumer in a new way. Building a real connection with the brand and what we stand for.”