Kanye West’s assortment for Gap isn’t the one one being teased this month.
Today, Reebok is releasing Reconnect, a video assortment that includes an early peek on the model’s new artistic course beneath Kerby Jean-Raymond. The Pyer Moss designer was named vice chairman of artistic course for Reebok in September 2020, increasing his longtime relationship with the model. One of his first strikes was to recruit Jide Osifeso, a veteran of Sole Technology, Adidas and RVCA, as creative advertising director. They created Reconnect to carry Jean-Raymond’s imaginative and prescient of the model to life.
“I’ve been blessed to have three to four creative partners in my life and Jide is one of them,” Jean-Raymond stated. “He’s the genius who’s been behind your favorite geniuses. We speak the same language and care about the same audience.”
“The opportunity for someone like myself to contribute to a company with such a rich heritage is special,” Osifeso stated. “Having the ability to work with one of my brothers to challenge what a brand like Reebok can and should look like is not only an exciting endeavor, but also an important one to undertake.”
Reconnect introduces Reebok’s fall 2021 assortment by way of a sequence of brief movies and one long-form movie directed by Jonas Lindstroem in partnership with Osifeso. The movie options children taking part in and watching basketball, climbing timber and getting helpful life recommendation from adults.
“The film series was made for people to derive their own meanings,” Osifeso stated. “I wanted to explore forward movement — literally and figuratively — and on a macro level, the idea that life is not a spectator sport as we should always strive to make the most of every moment in our journey through life.”
The movie shall be out there on Reebok’s YouTube channel and the brief movies posted on the model’s Instagram web page.
Reconnect is meant to offer a style of Reebok’s new look and course that may culminate in a worldwide model marketing campaign that shall be unveiled for spring 2022, when Jean-Raymond’s first merchandise may even debut. His first full assortment for the model shall be launched for spring 2023.
The Boston-based Reebok is owned by Adidas however has formally been on the block for the previous 4 months. Among the events are Authentic Brands Group, VF Corp. and Anta Sports, the China-based mum or dad of Fila and Descente. Adidas has stated it hopes to finish a deal by the tip of this yr.
Jean-Raymond will present his first high fashion assortment in Paris in July and his ready-to-wear assortment in New York in September.