Gigi Hadid Perfect Never Launch

Client: Reebok



Embracing the perfection of imperfection with Gigi Hadid for Reebok Women


Reebok Women’s #PerfectNever campaign delivers a strong universal message, encouraging women to reject the impossible standard of perfection and the expectations placed upon them. We launched the message through an integrated global campaign with Ronda Rousey, championing her iconic athleticism, grit and determination to communicate the #PerfectNever message to women around the world.

Building on the success of the Ronda campaign, we launched the next phase of #PerfectNever as the worlds most coveted supermodel, Gigi Hadid, became the newest campaign ambassador.

Our challenge was to get women around the globe to see the hottest supermodel of the moment as anything other than ‘perfect’. By implementing a tactical media strategy, we were able to communicate #PerfectNever in Gigi’s tone of voice- legitimising the partnership and creating an authentic link between the brand’s Be More Human ethos and her personal interpretation of the #PerfectNever message.



pieces of editorial coverage, from titles including VOGUE, WWD, GQ, New York Times, Dezeen, Design Boom, Mashable and Esquire


global exclusive as leading fashion trade title WWD broke the story


strategic globally syndicated interview features negotiated with ELLE, Refinery 29 and SELF


pieces of collated coverage in titles including Vogue, Forbes, Vanity Fair, W, Harpers, Glamour, Cosmopolitan, Shape, Fashionista, E! and Huffington Post


combined circulation of coverage


of coverage featured Perfect Never brand messaging