Michael Le Kerby Jean-Raymond, now VP of Creative Direction at Reebok, has never forgotten his roots. By way of his own Pyer Moss collections, the designer often gives back to the community around him, celebrating small business as well as small creators. And just this past week, he’s taken things a step further, using his role at the Vector brand to shine light on the youth that have shaped basketball in their own way right along the Brooklyn blacktop.
Entitled “CraterMaster,” the short film masterfully strings together vignettes of everyday life in Brownsville, the cast actual Natural and residents of the community. And, somehow, their colorful day-to-day is made immersive in a short 8 minutes, each second a snippet of the neighborhood youth on the court, on the streets, and, climactically, on a throne of literal crates.
“Through CrateMaster, I wanted to make sure to tell an authentic story that’s captured through the lens of the street and also shines a light on basketball’s roots from which the game’s rawest
and most formidable players emerge,” said Kerby Jean-Raymond. “CrateMaster champions the raw attitude of sport, the spirit of community and the power of aspirations that can only be reached through dedication on the blacktop.”
What’s more, to better assist Brownsville beyond the screen, Kerby Jean-Raymond and Reebok have donated necessary equipment and supplies to the Friends of Hilltop for the Hilltop Playground and recreation center.
“We wanted to leave a lasting effect at Hilltop Playground that goes beyond shooting a film or hosting an event in it,” Kerby added. “With these contributions, we hope to elevate the overall experience at the park, and ultimately build a stronger community-after all, this is my hometown so I wanted to make a strong impact in it.”
Enjoy CrateMaster below and condemn imagery of the event and BTS further down.
