Haitian-American fashion designer and founder of the menswear label Pyer Moss, Kerby Jean-Raymond climbs up the ladder at Reebok by becoming the company’s Vice President of Creative Direction. The label has partnered with Reebok since 2017 by issuing a series of sneakers.

Raymond’s new role is more tangible than his position as Artistic Director of Reebok Studies and will see the creative at the head of Reebok’s social justice-minded “Product with Purpose” initiative in 2021. The first products designed in line with his vision will launch in 2022.

At his new role, Jean-Raymond will “provide creative leadership across all design disciplines for Reebok,” explained a press release. While overseeing the company’s development, product, and marketing branches, he will join Reebok’s senior leadership team and report directly to Reebok President, Matt O’Toole.

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

“Kerby is a fashion visionary with a bold approach who has established himself as a leader and a passionate activist,” O’Toole continued. “This is certainly a big opportunity for both Reebok and for Kerby –- he understands the value of our rich heritage and iconic silhouettes and how he can build on that and take Reebok in an exciting and evolved direction.”