Reebok premiered CrateMaster, a narrative short film directed by Vice President of Creative Direction Kerby Jean-Raymond. The film profiles grassroots inner-city basketball to showcase the community of youth who build the game. Filmed in Brownsville, New York, CrateMaster cast nearby residents to allow the community to stage its story.
Rooted in Reebok heritage, the short film plots the quotidian life of neighborhood youth. They engage local characters around town to plan the evening's basketball tournament where the next CrateMaster will be crowned. Subtle nods to the classic and forthcoming Reebok footwear are made throughout. The film is described by its ability to "define the power of community and play that motivates these youth to create their own access [to play], to be with one another and to compete."
Image Credit: Reebok
Key Themes Behind This Trend
- Grassroots Basketball Revival
- Opportunity to create new basketball leagues and events focused on inner-city communities and youth.
- Localized Sports Marketing
- Opportunity for brands to build community engagement through localized and authentic storytelling.
- Urban Youth Empowerment
- Opportunity for programs and initiatives that provide more access to sports and recreational activities for underprivileged urban youth.
Where This Applies
- Sportswear and Apparel
- Opportunity to design and market sportswear and apparel that is authentic and relevant to inner-city communities and youth.
- Community Outreach Programs
- Opportunity for companies to establish programs that support urban youth and their communities through sports and recreational activities.
- Sports Event Management
- Opportunity to organize and manage sports events and leagues focused on inner-city communities and youth to promote community engagement and empowerment.
