Dive Brief:
- After almost a year and a half leading Reebok’s creative direction, Kerby Jean-Raymond is leaving the retailer. His last day is March 1 and the final offering from Reebok by Pyer Moss – Collection 4 will come out later that month, according to a statement by Jean-Raymond.
- Jean-Raymond has worked with Reebok since 2017 and “led the creative team in unifying the brand’s direction, resulting in significant growth among key categories,” according to the release on his departure.
- “I enjoyed my time with Reebok and wish the company well in all of its future endeavors,” Jean-Raymond said in a statement.
Dive Insight:
Identity has been one of Reebok’s greatest challenges over the years, even during its height in the ’80s and ’90s.
Some think the brand tried to grow into too many categories too quickly as it scaled, losing the purpose of the brand along the way. Under parent company Adidas, however, Reebok went the other direction. The brand lost much of its former identity as a sports generalist and attempted to redefine itself as a fitness brand.
In June last year, though, the company put out the first look at a “refreshed brand creative direction” under Jean-Raymond. Side by side with Artistic Marketing Director Jide Osifeso, the two were on a mission to “challenge what a brand like Reebok can and should look like.” Additional campaigns were built out over the course of the year, but the brand refresh coincided with the sale of the Reebok brand.
Authentic Brands Group in August came out as the buyer of the brand, with its own vision for growing the business. So far, that has included expanding Reebok’s global distribution and, on Reebok’s side, preparing for a new operating model. Just last week, Reebok announced plans to lay off approximately 150 employees in anticipation of the acquisition, the majority of which work in the company’s Boston headquarters. The company said at the time that the layoffs were part of a restructuring effort that impacted various departments and would take effect once the acquisition is complete.
Around the same time, Adidas said it would be hiring more than 2,800 employees in 2022.
“We want to sincerely thank Kerby for his many contributions to Reebok,” Reebok President Matt O’Toole said in a statement. “The positive impact he has made on the brand will be felt for years to come. We wish him the very best.”
