U.S. sportswear brand Reebok has announced the appointment of Jide Osifeso to the role of head of basketball.
Jide Osifeso
Founder of the contemporary menswear label Hymne, Osifeso has been serving in the role since spring 2024, according to the Business of Fashion.
In his new role, the designer oversees all areas of Reebok’s basketball division, including creative direction, alongside former basketball stars Shaquille O’Neal and Allen Iverson, who now serve as president and vice president, respectively, of Reebok’s basketball category.
“Reebok’s been out of basketball for over a decade, so now it almost feels like we have this start-up mentality,” Osifeso said in a media release, reported by BoF.
“What’s fundamental is asking what basketball means to the culture today and whether the kids, who have no recollection of what this brand was in the past, would want from us.”
In addition to Hymne, Osifeso has forged multiple collaborations with Reebok and Reigning Champ, and has designed merch for Kendrick Lamar, SZA, and Jordan Peele’s Nope.
Earlier this year, Reebok parent Authentic Brands Group announced a series of new partnerships for sportswear brands operations in the U.S., Europe and the UK.
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