She's helping women use fitness as a way to drown out negativity

By Colleen Kratofil
Updated December 19, 2019 01:49 AM
Credit: Courtesy Reebok

Gigi Hadid has proven herself as one of the fiercest models in the industry, and we’re not just talking about her posing skills. She boxes in heels, showed off her athleticism in Vogue and strongly protected herself against a male attacker in Paris. So there’s no better person to front Reebok’s new #PerfectNever movement. Hadid embodies the campaign that’s all about championing self-betterment.

Credit: Courtesy Reebok

“Working out isn’t only physical for me. It’s mental,” Hadid shared of her new partnership. “It helps me escape the noise in my head. It’s the only time my mind goes quiet.”

And that’s exactly what the movement encourages women to do. It’s meant to celebrate the beauty of imperfection and challenges women to use fitness as an escape to drown out negativity.

Credit: Courtesy Reebok

“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 shares. “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.”

Credit: Courtesy Reebok

As a part of her gig with Reebok, Hadid will “help motivate women to accept their own setbacks and imperfections by embracing their inner strength, grit and determination.” And she kicked off her collaboration with a gritty video showing off her powerful boxing moves.

Credit: Courtesy Reebok

Just last week after her scary encounter in Paris, Hadid opened up about her boxing skills in a Lenny newsletter, saying it helped her fight off her attacker. “I played volleyball, and my coaches talked about muscle memory, I started boxing two years ago and I always remembered that. Since then, I hadn’t been in a situation that forced me to fight back, but it just came out when he grabbed me — it wasn’t a choice. I do have that fighter in me.”

What do you think of Hadid’s new campaign? Share in the comments below.