Reebok CrateMasters
basketball tournament and film screening

experiential production

Eventure partnered with M&C Saatchi Sport + Entertainment, Reebok and Vice President of Creative Direction, Kerby Jean-Raymond to host a community event in Brooklyn, celebrating the premiere of “CrateMaster,” a short film directed by Jean-Raymond that profiles grassroots inner-city basketball and the youth who create the game.

The screening event, which felt more like a neighborhood block-party, was held in the exact same Brooklyn court where the film was shot. Guests were residents, local leaders, media and friends of the brand.

We worked with a local organization, Friends of Hilltop, and the neighborhood’s Master of Ceremonies to plan a basketball tournament, complete with custom jerseys and an award ceremony with trophies.

Meanwhile local caterer, Collective Fare, prepared meal boxes with jerk wraps, corn salad and homemade iced tea. Attendees enjoyed Reebok-branded carnival games, including a giant claw game and a mini street hoops game. DJ Just Dimy kept the vibes up with curated music.

As the sun was setting, CrateMaster premiered on a large-scale LED wall. Jean-Raymod introduced the film and, following the screening, moderated a Q&A with the film’s cast, youth from the neighborhood, who shared heartfelt responses and gratitude for the experience.

Eventure handled all aspects of production, including but not limited to location management & permitting, spatial design & execution, hiring & training brand ambassadors & event staff, merchandise & giveaway production, and content capture


Isa Saalabi and Micaela McLucas.