When Kerby Jean-Raymond joined forces with Reebok in 2017, the Pyer Moss designer had one job: to create a sneaker and a few clothing items to support the shoe’s debut. That inaugural collection blossomed into an ongoing partnership between the two brands that spawned 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.
“Every time an interviewer would ask me what else I’d want to be a creative director for I would never say, but in my head it was always a footwear brand. Gotta shake shit up a lil yuh know? Thank you @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.
In his new role, Jean-Raymond will lend his creative eye to all of Reebok’s design strategies and will work alongside the brand’s global marketing and development team to execute his ideas, “while also focusing on instilling a sense of social purpose into 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 leader and a passionate activist,” O’Toole said in a statement. “We are incredibly excited about the impact he will have on Reebok from a design and brand purpose perspective and for him to bring his unique voice and direction to the Reebok brand more broadly. This is certainly a big opportunity for both 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, part of the brand’s United Against Racism commitments, launching in 2021. The following year, Jean-Raymond will debut all of the products created under his creative direction.