The Gigi Hadid for Reebok #PerfectNever campaign is about to break the Internet.
The model and social media star’s first-ever fitness campaign was just released, and it’s about as gorgeous as you would expect. In the photos, Hadid shows off her boxing skills—something that has come in handy lately as she was forced to defend herself after getting attacked by a celebrity prankster on the street during Milan fashion week. (She later thanked her boxing coach on Twitter.)
Now before you brush off the news thinking it’s just another pretty-face-focused ad, Hadid’s latest campaign with the activewear brand is actually a perfect fit because of her sporty background—she was a competitive horseback rider and a club volleyball player growing up. Hadid also faced criticism for her toned body, which prompted the model to pen a statement on her Instagram account. The #PerfectNever movement aims to promote physical fitness as a way to escape from the negative pressure many women—Hadid included—face to fit society’s standards of perfection and learn to accept any setbacks that may come. “Working out isn’t only physical for me,” Hadid said in a statement. “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,” she continued. “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.”
Hadid is the second face of Reebok’s #PerfectNever campaign. The first round of ads featured UFC athlete Ronda Rousey back in July. Though very different, both ladies are badass women who prove you can be anything and anyone you want to become. Watch Gigi in action in the video below. Now excuse me while I renew my expired gym membership.
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