Reebok has appointed Kerby Jean-Raymond as its new VP of Creative Direction. Jean-Raymond won this year’s CFDA Award for ‘American Menswear Designer of the Year’ and Harlem’s Fashion Row ‘Designer of the Year.’ In his role at Reebok, Jean-Raymond will provide creative leadership across all design disciplines and will work with Reebok’s Product, Global Marketing and Development organizations to ensure his design strategy is consistently implemented across all brand touchpoints.

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. Reebok has worked with Jean-Raymond for the past four years on the Reebok by Pyer Moss collaboration. Recently, Jean-Raymond launched ‘Your Friends in New York’ in partnership with Kering; a platform that will merge fashion, culture, philanthropy and wellness to form an eco-system of creativity that reimagines how consumers discover and interact with brands.

“I am thrilled to be evolving my role at Reebok and joining the leadership team as the head of Creative Direction,” Jean-Raymond said. “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.”

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

The first products under Jean-Raymond’s creative direction are expected to release starting in 2022.