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Can Gigi Hadid Help Grow Reebok’s Women’s Business?

Another day, another endorsement deal for model slash It girl Gigi Hadid.

Reebok announced Tuesday that Hadid will be the face of the brand’s #PerfectNever movement, part of Reebok’s message of self-betterment. The campaign encourages women to embrace imperfections and promotes the social, physical and mental benefits of fitness.

The partnership with Hadid marks the second phase in the #PerfectNever campaign. In July, Reebok debuted the message with a powerful video featuring UFC superstar Ronda Rousey.

“We could not be more excited to have Gigi join our already incredible community of Reebok Women and have her tell her own version of the #PerfectNever story,” said Yan Martin, Reebok vice president of brand management and creative direction. “We began our journey with Ronda Rousey, and now we welcome Gigi Hadid. Each inspiring woman is an example of our brand’s Be More Human ethos, using fitness to become a better version of themselves. Using her voice and influence, Gigi will help us invite women across the world to embrace their true selves and Be More Human.”

Hadid is the latest in a series of influential female ambassadors to join the global fitness leader. The partnerships represent Reebok’s strategic focus on women and its goal to become a dual-gender brand. Men’s product is currently 60 percent of Reebok’s total business; however, Reebok is aiming to achieve a 50/50 split by 2020.

“Unlike many of our competitors, we don’t categorize women as a ‘separate’ business,” said Corinna Werkle, general manager of the training business unit at Reebok “We’re putting women at the forefront of everything we do, and we’re committed to bringing new product innovations to the market designed for her unique needs and supporting her growing appetite for new fitness experiences.”