REEBOK TAPS KERBY JEAN-RAYMOND AS VICE PRESIDENT OF CREATIVE DIRECTION

Reebok has announced the appointment of Kerby Jean-Raymond to vice president of creative direction. In this role, Jean-Raymond will provide creative leadership across all design disciplines for Reebok. He will work closely with the brand’s product, global marketing, and development organizations to ensure his design strategy is consistently implemented across all brand touchpoints. Jean-Raymond will serve on the Reebok senior leadership team, and report to president Matt O’Toole.

A cultural force with a unique and bold artistic vision, Jean-Raymond is the recipient of many industry awards and accolades, including this year’s CFDA Award for ‘American Menswear Designer of the Year’ and Harlem’s Fashion Row ‘Designer of the Year.’ He also recently launched ‘Your Friends in New York’ in partnership with Kering, a platform that merges fashion, culture, philanthropy, and wellness to form an eco-system of creativity that reimagines how consumers discover and interact with brands.

Reebok has worked with Jean-Raymond for the past four years on the Reebok by Pyer Moss collaboration. Jean-Raymond will be at the forefront of Reebok’s ‘Product with Purpose’ program as part of the brand’s United Against Racism commitments, which will launch in 2021. The first products under Jean-Raymond’s creative direction will release starting in 2022.

“I am thrilled to be evolving my role at Reebok and joining the leadership team as the head of creative direction,” said Jean-Raymond. “I welcome this opportunity to help invigorate the brand with new ideas, while also focusing on instilling a sense of social purpose into our work.”

“Kerby is a fashion visionary with a bold approach who has established himself as a leader and a passionate activist,” added O’Toole. “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.”