Athletic wear brand Reebok has a wonderful new campaign that confronts unattainable notions and standards of perfection.
This week, Reebok hosted the #PerfectNever Revolution, an empowering event that challenged hundreds of women from all walks of life to come together through a series of activities including a workout class and a panel discussion. Panelists include Olympic gymnast Aly Raisman, actress Lena Dunham, ESPN broadcaster Jessica Mendoza, actress Ruby Rose and actress/musican Zoe Kravitz.
I love the idea of the event. But it’s hard to listen to brand ambassador and event host model Gigi Hadid say things like “A lot of people expect us to be perfect, and it’s often the times when we haven’t been perfect that have made us more human and more relatable.” Or “I learned many ways that you learn from your mistakes that I use in every aspect of my life now.” Gigi, I would guess, doesn’t struggle with the same struggles as the average woman. At 5’10” and 125 pounds, the model has graced countless magazine covers and is a Victoria’s Secret model.
It seems a little tone deaf for a campaign that strives to change the way women look at themselves.
“The #PerfectNever campaign is important to me because I think it’s something we don’t see enough in the world,” says Zoe Kravitz said “I think it’s important for women to embrace the fact that we’re not perfect and celebrate that.”
The #PerfectNever Revolution and Reebok’s partnership with Gigi marks the second phase in the #PerfectNever movement’s chapter. Its debut was led by a campaign video featuring athlete and champion of empowerment, Ronda Rousey. The #PerfectNever campaign is a continuation of the Reebok ‘Be More Human’ marketing platform, a rallying cry for people to live up to their full potential, and continues the global fitness brand’s mission to change how people perceive and experience fitness.