Summary
- Reebok has officially announced designer Jide Osifeso as its new Head of Basketball, after being promoted from Senior Director of Marketing–Footwear and Product Management in June 2024.
- In addition to being the founder of contemporary label Hymne, Osifeso has multiple collaborations with Reebok and Reigning Champ, and has designed merch for Kendrick Lamar, SZA, and Jordan Peele’s Nope.
As it eyes the performance category with renewed focus, Reebok has officially announced designer Jide Osifeso as its new Head of Basketball, according to BoF. Since discreetly starting his role last summer, the designer and founder of streetwear label Hymne has brought his fresh perspective to the British sneaker purveyor’s basketball apparel and footwear.
Having released multiple collaborations with Reigning Champ, as well as Reebok, Osifeso may be a well-established name in the industry, but he also has the young energy to give Reebok its refreshed cultural relevance. On top of merch for Kendrick Lamar and SZA, and crafting a special collection with Daniel Kaluuya for Jordan Peele’s Nope, the designer has worked with some of the most influential figures in contemporary pop culture.
Though his latest role only began a year ago, the designer was brought into Reebok in 2019, when he was hired as Senior Director of Marketing–Footwear and Product Management. Some of Osifeso’s early initiatives as Head of Basketball have channelled their energy towards Gen Z, including partnerships with young athletes like WNBA player Angel Reese and NBA player Matas Buzelis. However, time will tell if Osifeso can revive Reebok’s relevance in the performance category since its acquisition by Authentic Brands Group from adidas for $2.5 billion USD in 2021
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