Reebok launches celebrity-filled conference for empowering women

By

Kate Dingwall

Published
Dec 11, 2016

This week, Reebok hosted its #PerfectNever conference to promote female empowerment and positive body image. Co-hosted by supermodel Gigi Hadid, the conference features a series of fitness activities, a panel discussion, and an art installation.

The conference, named the #PerfectNever Revolution, revolves around empowering women from all scopes of life to accept that who they are is wonderful. This is part of an ongoing campaign by Reebok.

Inga Stenta, Senior Director at Reebok stated: "The #PerfectNever Revolution is a powerful expression of our Be More Human rallying cry. Reebok's mission is to empower people to be the best versions of themselves not just physically, but mentally and socially. Each moment in today's #PerfectNever experience combined these beliefs with Gigi's personal fight against the pressures of perfection. Our aim is to unite and inspire women of all ages all over the world to flip this conventional notion on its head. Potential is perpetual and limitless. Why stop at perfect?"

For the event, a panel of contemporary female role models spoke of their own experiences with facing the pressure to look perfect. Olympic gymnast Aly Raisman, actor/writer/director Lena Dunham, ESPN broadcaster Jessica Mendoza, and actresses Ruby Rose and Zoe Kravitz all sat on this panel.

Actress Ruby Rose, who took part in the panel discussion, described the campaign to the press: “"The #PerfectNever campaign resonated with me because I think that it embodies female empowerment and it's about being authentic to yourself, being true to yourself and being the best that you can be. We are all so unique and if you can't be true to that and be authentic to who you were born to be, then you are not living the life you deserve."

As part of the event, Hadid also hosted a combat master class with Gotham Gym owner Rob Piela, sparring with attendees of the event.

Models Hannah Jeter and Shanina Shaik, and beauty pagent winner Olivia Culpo also participated in the conference.

This is the second phase of Reebok’s #PerfectNever campaign. The first phase of the campaign was a video marketing plan featured champion athlete Ronda Rousey. #PerfectNever is part of Reebok’s “Be More Human” marketing initiative.