Reebok unveils new #PerfectNever brand ambassador Gigi Hadid through boxing teaser spot.
The A-List fashionista fronts the sportswear brand’s new multi-channel campaign wearing a pair of Reebok gloves in a set of films and images featuring the model wearing Reebok’s new Perfect Never range.
Released in the first week of October, the new campaign evolves around style icon, trendsetter and fitness fanatic Hadid – who becomes the latest female face Reebok has added to its community of inspirational women within the brand’s #PerfectNever movement.
In addition to the first tease on YouTube,
the campaign is also running across its social channels like Twitter
Perfection is a barrier. Knock it down and set your own standards. #PerfectNever #BeMoreHuman @gigihadid pic.twitter.com/WowRRvRznN
— Reebok Women (@ReebokWomen) October 4, 2016
and Instagram.
In addition to the promotional videos and imagery, assets encourage viewers to learn more about Hadid’s passion for fitness and empowering women at Reebok.com/PerfectNever and to follow the latest updates on social media by following @ReebokWomen.
The campaign calls on women everywhere to reject the pressure to be ‘perfect’ and ‘knock down’ expectations.
‘Gigi is setting the standards of modern style across the world — her ability to fuse fashion and fitness together inspires people globally,’ said Corinna Werkle, Reebok’s general manager of the Training Business Unit.
‘The fashion icon constantly pushes the boundaries by not being afraid to take risks and be different.’
The latest phase of the campaign sees Hadid follow on from the initial iteration of the initiative led by UFC super star Ronda Rousey (see case study).
Comment:
Early adopter and trendsetter Hadid, who is perhaps best known as a Victoria’s Secret angel, was recently named as the third most sought after celebrity brand ambassador (behind Kendall Jenner and Karlie Kloss) in the ‘Very Important Endorser’ list, curated by engagement tool Celebrity Intelligence.
The decision by Reebok to sign her up to front the campaign is part of a wider current trend that sees sports brands turn to female celebrities (instead of athletes) to push product promotions.
The current phase of this trend perhaps dates back to 2014 when Under Armour worked with ballerina Misty Copeland and model Gisele Bündchen to appeal to women through star power, originality and independence in its ‘I Will What I Want’ campaign (see case study).
This then saw Nike respond with its ‘Better For It’ Initiative (see case study).
While just last month Puma unveiled a new marketing drive starring Cara Delevingne:
an initiative produced by creative director Rihanna who joined up with Puma in 2015 (see case study).
Links:
Puma YouTube:
https://www.youtube.com/user/reebok
Puma Web:
Puma Twitter:
Puma Facebook:
https://www.facebook.com/reebok
Puma Instagram:
https://www.instagram.com/reebok/
Puma Pinterest:
https://uk.pinterest.com/reebok/
Puma Google+:
https://plus.google.com/u/1/+Reebok
