Hadid and Reebok team up for ‘#PerfectNever’ campaign

It looks like UFC fighter Ronda Rousey will have a little company in representing Reebok in their #PerfectNever campaign.

According to WWD, Gigi Hadid has signed on to front the brand’s initiative, all in an effort to “encourage women to use exercise and physical fitness ‘as an escape to drown out all of the negativity that surrounds them,’ by zeroing in on the social, physical and mental benefits.”

Although she is an IMG-signed model, Hadid is no stranger to athletics, says WWD, reporting that the 21-year-old was once a competitive athlete herself, participating in horseback riding and volleyball — even attempting the Junior Olympic qualifiers.

But fitness is still a significant part of Hadid’s life, as the model said focusing on the physical demands helps her escape her own psyche.

“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, according to WWD. “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. 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.”

Seeming like a natural fit for this campaign, WWD explained that the #PerfectNever campaign serves as an “inspirational call to action that asks women around the world to celebrate the beauty of imperfection and champions Reebok’s intrinsic message of self-betterment.”

To see Hadid’s photos for the campaign, click here.

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