Collaborations abound, friends! At least that’s what we’ll gather from the news that Gigi Hadid has partnered with Reebok for their #PerfectNever campaign to champion exercise and physical fitness. Specifically as “an escape to drown out all the negativity that surrounds them.”
Read: this isn’t a campaign built around aesthetics, it’s to zero in on the social, physical and mental benefits of exercise.
Rebook’s goal is to spark an “inspirational call to action that asks women around the world to celebrate the beauty of imperfection and champions Rebook’s intrinsic message of self-betterment.” And the brand also has a few words for anyone raising their eyebrows at the notion of the brand recruiting a fashion model for a campaign that’s not supposed to focus so much on physicality. Mainly, that Hadid is “no stranger to the pressures of perfection placed on women, living under the constant scrutiny of a global audience of critics.”
Also, Gigi’s an athlete for real. (Did you know she was a competitive volleyball player and horseback rider?)
“Working out isn’t only physical for me,” she said. “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 altogether. I’d focus on my mistakes which would breed more missteps”a domino effect. Until I learned to change the channel, to refocus, reset. It was my mistakes, my imperfections that motivated me the most.”
Plus, Hadid literally just elbowed that terrible “prankster” (see: worst human alive) who picked her up as part of his protest art”and she’s been using social media to hit back at body shaming, too. So: she knows what’s up (and her words have backing). Which makes her a really great ambassador for #PerfectNever.
“Gigi is setting the standards of modern style across the world; her ability to fuse fashion and fitness together inspires people globally,” said Corinna Werkle, general manager of the training business unit at Rebook. “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.”
Which is a message I can personally get behind. Especially if coupled with the take-no-shit attitude Hadid really seems to embody as of late.