Gigi Hadid Joins Reebok for #PerfectNever Campaign

Gigi Hadid Joins Reebok for #PerfectNever Campaign

The athletic apparel brand teams up with a kick-ass model to challenge the perception of perfection.

The athletic apparel brand teams up with a kick-ass model to challenge the perception of perfection.

Text: Ian David Monroe

Gigi Hadid joins sportswear brand Reebok as the face of its #PerfectNever campaign, a movement they hope will challenge women to express themselves to the fullest in fitness. It further aims to “motivate women to accept their own setbacks and imperfections by embracing their inner strength, grit, and determination.”

Any follower of the supermodel will know that she spends ample time in the gym, particularly the boxing ring. She has consistently thanked the training for transforming her body and giving her confidence and strength. Those two qualities were recently on display when a serial assaulter picked her up outside of a fashion show in Milan. Not one to be victimized, Hadid quickly elbowed him in the face, sending the loser running.

Exercise, though, extends far beyond punches for Hadid: “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,” she says, adding “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 is the second face of Reebok’s #PerfectNever campaign. Earlier this summer, MMA fighter Ronda Rousey launched the campaign.

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