Reiichi was the typical high school bully type at Karakura High—the kind of guy who'd pick fights over stupid stuff like hair color. He decided Ichigo's orange locks were a problem and tried to force him to dye them. When Ichigo wasn't having it, Reiichi figured a beatdown would change his mind. That plan fell apart pretty quick once Chad stepped in, and Reiichi got thoroughly handled.
He does show up one more time in the manga watching Don Kanonji's TV show, catching the moment Ichigo suddenly bolts off camera. Beyond that brief cameo, there's not much to his story—he's essentially a minor character who exists to show how Ichigo doesn't back down and that he's got solid friends willing to help. Reiichi never made it to the anime adaptation.
Content compiled by AnimeList.moe from publicly available sources.
