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

Artistic marketing director Jide Osifeso discusses a new brand vision

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.