I always thought last week’s brouhaha in Paris between Gigi Hadid and the professional prankster Vitalii Sediuk was a publicity stunt. In light of Reebok announcement, it still could very well be. Gigi Hadid is the newest face of Reebok’s PerfectNever movement. The campaign focuses on empowering women to fight back and embrace themselves for who they are – warts, fats and all. Hadid, an enthusiastic boxer for the past couple of years has replaced Olympian Ronda Rousey as the face of the campaign.
After the Paris incident she told Lena Dunham of Lenny Letter Newsletter “I played volleyball, and my coaches talked about muscle memory. I started boxing two years ago and I always remembered that… I want girls to know that they have the right to fight back, too, if put in a similar situation.”
For Hadid fitness helps in ways other than giving her a body of a model. It is her escape from pressures of the modeling world that demands perfection at all times. “Working out isn’t only physical for me,” Hadid says. “It’s mental. It helps me escape the noise in my head. It’s the only time my mind goes quiet.”
As for the #PerfectNever collection – it carries a full range of sportswear for women that include everything from yoga pants and shirts, sneakers, pullovers and sports bras to accessories. All items are reasonably priced between $30 and $125. To purchase Visit Reebok’s online store here.