Reebok has been busy building a roster of brand ambassadors to push its fitness-focused agenda. Today, the athletic brand added a renowned fashion model to its stable of endorsers.
Gigi Hadid has joined forces with Reebok, and she will be part of its “Be More Human” campaign. In a statement, Reebok said Hadid will participate in its “#PerfectNever” self-betterment movement — its plea to women worldwide to “celebrate the beauty of imperfection.”
“Gigi is setting the standards of modern style across the world; her ability to fuse fashion and fitness together inspires people globally. The fashion icon constantly pushes the boundaries by not being afraid to take risks and be different,” said Corinna Werkle, GM of the training business unit at Reebok, in a statement. “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.”
In her role, Hadid would encourage women to welcome fitness into their lives to rid themselves of negativity and enjoy its social, physical and mental benefits, according to Reebok.
“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,” Hadid said in a statement. “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.”