Reebok revealed the company’s Be More Human campaign, #PerfectNever, which celebrates the perfection of imperfection and symbolizes Reebok’s approach to self-betterment. Shot by acclaimed director Anthony Mandler, the video captures athlete Ronda Rousey. Fans of the athlete can checkout the first marketing clip that was released by the company today, you can expect more images and ads to pop up across the globe over the coming weeks.
“There are a lot of unrealistic standards being put on everyone. I think it’s good to have examples out there who say, ‘You know what, not everyone is always going to like you, but life will go on, you’ll be OK and you can still love yourself,'” said Rousey while on the set for the new #PerfectNever campaign.
“The acceptance of criticism is part of who I am,” continued Rousey. “People either hate my guts or really, really, like me. And I’m OK with that.”
Yan Martin, Vice President of Brand Marketing at Reebok, says, “Be More Human is about pushing ourselves and testing our limits to become better versions of ourselves, not only transforming our bodies, but our entire lives. We believe that potential is perpetual and limitless; everyone’s journey of change is in a constant state of evolution; mentally, emotionally and socially. #PerfectNever brings this belief to life through Ronda Rousey, a true champion who knows about the expectations and limitations of perfection. Ronda breaks free from the restraints of being ‘perfect’. She doesn’t let setbacks define who she is, instead, she sees them as opportunities to do better, to fight better, and to push herself towards greater rewards and achievements.”
The campaign is a continuation of the Reebok Be More Human marketing platform, a rally cry for people to live up to their full potential, and “continues the global fitness brand’s mission to change how people perceive and experience fitness,” according to the company.