Supermodel Gigi Hadid joined Reebok as the newest face of the brand’s #PerfectNever movement.
As part of Reebok’s Be More Human campaign, Hadid will challenge women to use physical fitness to drown out negativity by deploying the three-point principles of Reebok: social, physical and mental benefits of fitness.
Hadid herself has found tranquility through fitness. “Working out isn’t only physical for me. It’s mental. It helps me escape the noise in my head. It’s the only time my mind goes quiet,” shared Hadid. “When I was a competitive athlete, I used to be so focused on being perfect that my coaches would take me out of competing all together. I’d focus on my mistakes, which would breed more missteps – a domino effect. Until I learned to change the channel, to re-focus, re-set. It was my mistakes, my imperfections that motivated me most.”
Hadid will now work with Reebok to motivate women to accept their own setbacks and imperfections by embracing their inner strength, grit and determination.
Reebok’s Yan Martin, VP of brand management and creative direction, added, “We could not be more excited to have Gigi join our already incredible community of Reebok Women and have her tell her own version of the #PerfectNever story…Using her voice and influence, Gigi will help us invite women across the world to embrace their true selves and Be More Human.”
Corinna Werkle, general manager of the training business unit at Reebok, stated, “Working with Reebok, Gigi will empower women by challenging them to express themselves to the fullest through bold, fearless style and to be confident enough to embrace their uniqueness.”
Reebok’s partnership with Hadid marks the second phase in the #PerfectNever movement’s chapter. July 2016 marked its debut, led by a campaign video featuring athlete Ronda Rousey. The video captured Rousey at her most raw and real, as she shattered the illusions of perfection and empowered women to be the best version of themselves through embracing and learning from their imperfections.
The next chapter in #PerfectNever featuring brand partner Gigi Hadid launches today on reebok.com/perfectnever. The Fall/Winter Reebok Women’s collection, as worn by Gigi in the campaign, is available at reebok.com.
