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.
adversity
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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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