How Reebok Got It wrong With Gigi Hadid! 



Before I jump out the window and lose any chance as a black Chicago blogger of getting a deal with Reebok. ¬† I want to say the idea was good but the execution was poor. ¬†With that being said¬†Reebok’s new ¬†“#PerfectNever” campaign got it all wrong and here’s why.

Reebok has¬†Gigi Hadid fighting beauty standards as the new face of Reebok’s #PerfectNever campaign. ¬†I have the sad task of tell the good people over at Reebok that¬†Gigi Hadid is the beauty standard.

I have nothing against Gigi Hadid. ¬†Honestly, I don’t think about Gigi at all. ¬†I know the media has told me she the current it model. ¬†To that I say girl get your check. ¬†However to the people handing her the check have several seats.


Anyone¬†can see that Gigi embodies the media’s standard of beauty. ¬†Reebok has her¬†fighting against unrealistic standards of perfection. ¬†In the campaign’s first video, super model¬†is seen taking jabs directly at the camera, looking like everything a little girl would hope to look like on their wedding day let alone in the gym. ¬†Before Hadid,¬†Ronda Rousey was the sole face of the campaign. ¬†Rousey was a good fit. ¬†As a non traditional beauty she spoke to me. ¬†Reebok having a tall, thin, blonde white international super model is falling on deaf ears.

Reebok says that Hadid fit with the campaign’s core values, which mix both fitness and empowerment. ¬†*Crickets*¬†“[Gigi Hadid] has always turned to fitness and exercise to stay grounded, to keep her mentally focused and give her daily motivation to push through adversity,” Dan Mazei, a senior director at Reebok, said in an interview. “We couldn’t be prouder of this relationship. We feel the story of #PerfectNever is written through the strength and tenacity of people like Gigi, and that we have the opportunity to inspire and empower millions of women around the world.”

I feel the need to insert Merriam-Webster definition of adversity here.


  • A difficult situation or condition : misfortune or tragedy

I feel now feel need to insert a snap shot of Gigi bio here.

Gigi Hadid was born and raised in Los Angeles to a real-estate developer (father) and former model (mother).  Hadid has two younger siblings who is also a model, and a brother. Hadid graduated from Malibu High School, where she was captain of the varsity volleyball team as well as a competitive horseback rider. She then moved to New York City to focus on her modeling career.




It’s good that Reebok’s #PerfectNever campaign hopes to fights beauty standards. ¬†However using the current standard barrier of beauty as that voice against main stream media is like me attending a weight watchers meeting being held inside an Old Country Buffet. ¬†I mean no one in the ad office thought this was a bad idea? ¬†If not they may want to diversify the people they’re using to help push their diversity¬†message.







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