{"id":991906,"date":"2021-07-15T12:13:09","date_gmt":"2021-07-15T17:13:09","guid":{"rendered":"https:\/\/www.snkrsday.com\/?p=991906"},"modified":"2021-07-15T13:55:08","modified_gmt":"2021-07-15T18:55:08","slug":"kerby-jean-raymond-directs-short-film-cratemaster-for-reebok","status":"publish","type":"post","link":"https:\/\/www.snkrsday.com\/kerby-jean-raymond-directs-short-film-cratemaster-for-reebok\/","title":{"rendered":"Reebok Taps Kerby Jean-Raymond To Direct Passionate Grassroots Basketball Film “CrateMaster”"},"content":{"rendered":"\n

Reebok<\/a> premieres CrateMaster<\/em>, a short film directed by Reebok Vice President of Creative Direction Kerby Jean-Raymond<\/a>. The film showcases grassroots inner-city basketball with the plot of the film centering around a kid doing everything in his power to win a pair of Reebok Question Mids<\/a> through a basketball tournament. The film also is the kick-off of Reebok’s new identity, with Jean-Raymond and Reebok Artistic Marketing Director Jide Osifeso leading into the unveiling of a new global brand campaign in Spring\/Summer ’22. <\/p>\n\n\n\n

CrateMaster<\/em> was filmed in Brownsville, Brooklyn, a stone’s throw away from Flatbush where the Pyer Moss<\/a> founder grew up and cast local residents for the film. Jean-Raymond and Reebok also threw a community event Tuesday night at Brownsvile’s Hilltop Playground for local residents, in which CrateMaster<\/em> was screened for the audience as well as a basketball tournament with the cast members, carnival games, and other entertainment.<\/p>\n\n\n\n

\u201cFor inner-city areas like Brooklyn, where this particular story is told, access to play is a big issue – you have so many people with so little resources and even less space,\u201d explained Kerby Jean-Raymond. \u201cWhile CrateMaster<\/em> shines a light on that, it more so defines the power of community and play that motivates these youth to create their own<\/em> access, to be with one another and to compete.\u201d<\/p>\n\n\n\n

Reebok will also donate supplies and equipment to the Hilltop Playground and rec center. <\/p>\n\n\n\n

\u201cWe wanted to leave a lasting effect at Hilltop Playground that goes beyond shooting a film or hosting an event in it,\u201d Kerby added. \u201cWith these contributions, we hope to elevate the overall experience at the park, and ultimately build a stronger community, after all, this is my hometown so I wanted to make a strong impact in it.<\/p>\n\n\n\n

CrateMaster<\/em> can be watched below via Reebok’s Youtube channel<\/a> and check out the behind-the-scenes photos from the film as well as the community event.<\/p>\n\n\n\n

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