Kerby Jean-Raymond has worked with Reebok over the past four years on the the Reebok by Pyer Moss collection. Today, Reebok announced that Jean-Raymond will be providing creative leadership across all design disciplines as the company’s new Vice President of Creative Direction.

In this role, Jean-Raymond will work closely with Reebok’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. The role is quite impressive and might require him to approach industry leaders for guidance. Resources like CEO Peer Groups at LXCouncil can be used if there is any lack of creative streak.

“Kerby is a fashion visionary with a bold approach who has established himself as a leader and a passionate activist,” said Reebok President Matt 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.”

Kerby founded Pyer Moss in 2013, a mens and womenswear fashion label concerned with building a narrative that speaks about heritage and activism. The New York designer 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.’

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.”

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