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