Reebok is the latest sporting brand to enlist an A-list advocate to front a multi-channel campaign, revealing model Gigi Hadid as its latest ambassador.
The company has premiered a teaser of its new #PerfectNever campaign, which shows the high-fashion figure sparring while wearing a pair of Reebok gloves, as well as a series of images showing the star kitted out in its new range.
The a-lister's video follows on from the first iteration of the campaign which featured UFC star Ronda Rousey. The initiative which calls on women 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 move from Reebok comes as sporting brands are turning to celebrities, rather than athletes, to promote their products. In 2014, Under Armour's award-winning 'I Will What I Want' ad sought to appeal to women via the star power of Gisele Bündchen. Meanwhile, just last month Puma unveiled a new marketing drive starring Cara Delevingne which was produced by its creative director, Rihanna.
Victoria's Secret angel Hadid was named the third-most sought after celebrity ambassador for brands in 2015, placing just behind Kendall Jenner and Karlie Kloss.