Abstract
- Reebok has formally introduced designer Jide Osifeso as its new Head of Basketball, after being promoted from Senior Director of Advertising–Footwear and Product Administration in June 2024.
- Along with being the founder of latest label Hymne, Osifeso has a number of collaborations with Reebok and Reigning Champ, and has designed merch for Kendrick Lamar, SZA, and Jordan Peele’s Nope.
Because it eyes the efficiency class with renewed focus, Reebok has formally introduced designer Jide Osifeso as its new Head of Basketball, in accordance with BoF. Since discreetly beginning his position final summer season, the designer and founding father of streetwear label Hymne has introduced his recent perspective to the British sneaker purveyor’s basketball attire and footwear.
Having launched a number of collaborations with Reigning Champ, in addition to Reebok, Osifeso could also be a well-established title within the business, however he additionally has the younger vitality to offer Reebok its refreshed cultural relevance. On high of merch for Kendrick Lamar and SZA, and crafting a particular assortment with Daniel Kaluuya for Jordan Peele’s Nope, the designer has labored with a number of the most influential figures in modern popular culture.
Although his newest position solely started a yr in the past, the designer was introduced into Reebok in 2019, when he was employed as Senior Director of Advertising–Footwear and Product Administration. A few of Osifeso’s early initiatives as Head of Basketball have channelled their vitality in the direction of Gen Z, together with partnerships with younger athletes like WNBA participant Angel Reese and NBA participant Matas Buzelis. Nevertheless, time will inform if Osifeso can revive Reebok’s relevance within the efficiency class since its acquisition by Genuine Manufacturers Group from adidas for $2.5 billion USD in 2021
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