Reebok Looks to Its Past to Send a Life-Affirming Message

Artistic marketing director Jide Osifeso discusses a new brand vision

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The last year has been a period of significant change for iconic footwear brand Reebok. Its $2.5 billion acquisition by Authentic Brands Group was agreed upon in August and will be completed in February. But during the period when the deal was being negotiated, the Boston-based company was already in the process of introducing a creative overhaul led by global creative director Kerby Jean-Raymond, who joined the company at the end of 2020.

Jean-Raymond, who tackled police brutality toward people of color in his visionary work for his own fashion label, Pyer Moss, brought a vision to raise up minorities and celebrate the passion and power of sport while developing the connection people have with the clothes they wear everyday.

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