Gigi Hadid Joins Reebok Campaign
International supermodel Gigi Hadid is the newest face of Reebok’s #PerfectNever campaign to “celebrate the beauty of imperfection.”
According to the footwear and fitness company, Reebok and Hadid “will challenge women to use physical fitness as an escape to drown out all of the negativity that surrounds them by deploying the three-point principles of the Reebok delta that puts forth the social, physical and mental benefits of fitness.”
"Working out isn't only physical for me,” said Hadid in a Reebok statement. “It's mental. It helps me escape the noise in my head. It's the only time my mind goes quiet. 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."
Reebok’s #PerfectNever campaign kicked off in July with a video featuring mixed martial arts fighter Ronda Rousey
“Each inspiring woman, including Gigi, is an example of our brand's Be More Human ethos, using fitness to become a better version of themselves,” said Yan Martin, vice president of brand management and creative direction. “Using her voice and influence, Gigi will help us invite women across the world to embrace their true selves and be more human."
A subsidiary of the Adidas Group and headquartered in Canton, Mass., Reebok International Ltd. produces fitness and lifestyle footwear, apparel and equipment.
