Reebok Signs Up Global Style Icon Gigi Hadid for #PerfectNever Campaign
Gigi Hadid, style icon, fitness advocate and trendsetter, today joins Reebok’s community of inspiring women as the newest face of the brand’s #PerfectNever movement, a powerful and inspirational call to action that asks women around the world to celebrate the beauty of imperfection and champions Reebok’s message of self-betterment.
Together, Hadid and Reebok will challenge women to use physical fitness as an escape and to counter negativity, highlighting Reebok’s delta philosophy that promotes the social, physical and mental benefits of fitness.
As an international supermodel, Hadid is no stranger to the pressures of perfection placed on women, living under the constant scrutiny of a global audience of critics. It is through fitness that Hadid has found her tranquility. “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,” shares 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.”
Learning to “change the channel” and take control, Hadid discovered that it was in fact these failures and setbacks that helped her improve – accepting them and using them as motivation to better herself. 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 Puts Women First
Hadid is the latest in a series of influential female ambassadors to join the global fitness leader, including international UFC superstar Ronda Rousey. These partners represent Reebok’s strategic focus on women and its aim to become a true dual-gender brand by 2020.
“Reebok was the original women’s fitness brand and we are working extremely hard to return to these roots by employing a ‘women-first’ business strategy,” said Corinna Werkle, General Manager of the Training Business Unit at Reebok. “At present men’s product is about 60% of our total business, but we are aiming to achieve a 50/50 split by 2020. We will do this by focusing on giving her what she wants and developing the best product solutions for her with collaboration and support from strong ambassadors like Gigi and Ronda.”
“Unlike many of our competitors, we don’t categorize women as a ‘separate’ business,” said Werkle. “We’re putting women at the forefront of everything we do, and we’re committed to bringing new product innovations to the market designed for her unique needs and supporting her growing appetite for new fitness experiences."
Yan Martin, Vice President of Brand Management and Creative Direction at Reebok, said, “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. We began our journey with Ronda Rousey, and now we welcome Gigi Hadid. Each inspiring woman is an example of our brand’s Be More Human ethos, using fitness to become a better version of themselves. Using her voice and influence, Gigi will help us invite women across the world to embrace their true selves and Be More Human.”
The partnership with Hadid marks the second phase in the #PerfectNever movement. July 2016 marked its debut, led by a powerful campaign video featuring Ronda Rousey. The poignant video captured Rousey at her most real and raw, as she shattered the illusions of perfection and empowered women to be the best version of themselves through embracing and learning from their imperfections.
Last week, Reebok announced a partnership with Emily Skye, one of the most respected and followed fitness influencers in the world.
Creative Agency: Roundhouse
Photographer : Cathrine Wessel
Category: Clothing/fashion , Sports
Genre: Digital , PR , People , Storytelling