Watch It Here: ‘CrateMaster’, Directed by Reebok’s Kerby Jean-Raymond
Reebok have released CrateMaster – a narrative short film focused on the defiant youth of Brooklyn, New York City, who revolve their daily lives around the borough’s street basketball courts.
Spotlighting the raw elements of basketball that will shape Reebok’s evolving brand vision, the film is directed by Kerby Jean-Raymond, Reebok’s VP of Creative Direction.
The film follows the day-in-the-life of neighbourhood youth as they move about town engaging local characters, all-the-while planning the evening’s basketball tournament – the place where the next ‘CrateMaster’ will be crowned. For sneakerheads, the film features subtle nods to classic and forthcoming Reebok releases
‘For 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,’ explains Jean-Raymond.,
‘While CrateMaster shines a light on that, it more so defines the power of community and play that motivates these youth to create their own access, to be with one another and to compete.’
Check out the entire CrateMaster short film above!
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