Gigi Hadid Pulls No Punches In Her New Reebok Campaign

gigi hadid reebok

by Katie Rosseinsky |
Published on

Gigi Hadid has added yet another high profile modelling gig to her already extensive portfolio as the new face of Reebok's #PerfectNever movement.

The model of the moment - who is a firm advocate of the importance of fitness for both physical and mental wellbeing - will be joining the brand's campaign that asks women to embrace their imperfections (though as far as we can tell, Gigi is practically perfect in every way).

'Working out isn't only physical for me. It's mental. It helps me escape the noise in my head,' Gigi reveals. 'It's the only time my mind goes quiet.'

gigi hadid reebok
Gigi Hadid x Reebok

As a former volleyball fanatic who loves to box in her (rare) moments off and is famed for making athleisure look effortless, Gigi couldn't be a better fit for the sportswear brand.

'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,' she adds. '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.'

As part of her new role, Gigi will work with the brand to send a motivational, body positive message to women around the world. As Corinna Werkle of Reebok puts it, '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.'

gigi hadid reebok
Gigi Hadid x Reebok

The announcement of Gigi's latest role comes a week after the model spoke at length in Lena Dunham's Lenny Letter about defending herself against an unprovoked attack at Milan Fashion Week, explaining how she hoped the incident would encourage girls to fight back in a similar situation.

'Practising self-defence is important so that when you’re in the moment, reacting from muscle memory comes more naturally to you than freezing up,' she wrote. 'Confidence in your own ability to defend yourself comes with educating yourself about it, and is a massive advantage when in an unsafe situation.'

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