In Pictures: Gigi Hadid joins forces with Reebok

London - Sportswear brand Reebok has enlisted model and Instagram star Gigi Hadid to front the next phase of its #PerfectNever movement, which challenges women to accept their bodies and feel empowered through physical fitness.

The campaign billed as “an inspirational call to action” aims to showcase how physical fitness can be used as “an escape to drown out all of the negativity that surround women” by deploying Reebok’s movement to focus on the social, physical and mental benefits of fitness.

Reebok claims Hadid was chosen as she is “no stranger to the pressures of perfection placed on women, living under the constant scrutiny of a global audience of critics”, and adds that the model found her “tranquility” through exercise.

"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,” explains Hadid. "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 re-focus, re-set. It was my mistakes, my imperfections that motivated me most.”

Gigi Hadid becomes latest Reebok face

Reebok's partnership with Hadid marks the second phase in the #PerfectNever movement's chapter. July 2016 marked its debut, led by a campaign video featuring athlete Ronda Rousey. To mark Hadid becoming the face the brand has released images and an 11-second promotional video of the model boxing.

Commenting on the partnership, Reebok's Yan Martin, vice president of brand management and creative direction, added: "We could not be more excited to have Gigi join our already incredible community of Reebok Women and have her tell her own version of the #PerfectNever story.

“We began our journey with Ronda Rousey, and now this fall we welcome Gigi Hadid. Each inspiring woman, including Gigi, is an example of our brand's Be More Human ethos, using fitness to become a better version of themselves. Using her voice and influence, Gigi will help us invite women across the world to embrace their true selves and Be More Human.”

Images: courtesy of Reebok