Gigi Hadid hops off the pages of your favorite fashion mag and into the ring as the latest face of Reebok’s #PerfectNever campaign. The #PerfectNever movement, which originally launched earlier this summer with NFC fighter Ronda Rousey, is all about empowering women through exercise and physical fitness. It’s also about embracing setbacks and using them to push yourself to the max.
Although having a pretty amazing supermodel as the face of a campaign that slams the idea of perfection seems like a bit of a contradiction, as the face of a campaign about imperfections, Hadid is honing in on her flaws and owning them.
“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,” says 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 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 most.”
With Hadid joining the team, Reebok hopes to take the campaign into even more girl-inspired territory. Take a look at the full camppaign in the snapshots up top.