Gigi Hadid has never been quiet about her healthy pursuits. Besides her signature mantra on how to eat healthy—”Eat clean to stay fit, have a burger to stay sane”—the model has never shied away from showing just how tough she can be.
After falling in love with boxing at Gotham Gym in New York City, the model put her fierce skills to the test last week, when she was attacked as she left a Milan Fashion Week show—then spoke to Lena Dunham about the importance of standing up for yourself.
It’s no wonder that Reebok has tapped her as the latest face of its “Perfect Never” campaign, following in the footsteps of the always-tough Ronda Rousey.
The partnership, which was announced today, is all about shattering the illusions of perfection, while empowering women to fight to be the best versions of themselves—using fitness as the ultimate confidence-booster.
“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,” the model says. “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.”
Reebok and Hadid hope to inspire women across the world to turn to fitness in times of stress and self-doubt, to experience the social, physical, and mental benefits of exercise.
“Working out isn’t only physical for me. It’s mental,” Hadid explains. “It helps me escape the noise in my head. It’s the only time my mind goes quiet.”
So get ready to see the fashion it-girl in non-airbrushed mode (maybe even showing off a left jab she learned at Gotham Gym)—because this campaign is more about sweat than being flawless.
Scroll down to see more looks from the model’s latest—and fiercest—campaign.
Channel your inner model next time you hit the ring with this season’s hottest workout hairstyle—the braided ponytail. Or put your skills to the test with the hardest workout move you’ve never tried.