Today, global fitness brand Reebok reveals its new chapter of its powerful 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 poignant video captures athlete Ronda Rousey at her most raw and real, as she shatters the illusion of perfection and empowers women to be the best version of themselves.
With a heritage firmly rooted in women’s fitness, the campaign honors Reebok’s longstanding commitment to pushing boundaries for women and reflects the brand’s ethos of Be More Human – pushing yourself out of your limits to maximize your human potential. Rousey’s compelling life story is a true representation of how inner strength and determination drives you to be the best that you can be.
Exemplifying Reebok’s brand values throughout the campaign, Rousey displays the vulnerability it takes to put everything on the line, and how failure has benefits that perfection cannot offer – new experiences, new challenges and the freedom to work towards unlocking our true potential. Executed with a simplistic rawness that serves to emphasize Rousey’s grit, director Anthony Mandler encapsulates the dichotomy of her personality as she transitions from glamorous Hollywood starlet to the instinctive, resilient fighter that is the realRonda Rousey.
“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.
While today’s culture drives us to strive towards perfection, the message at the core of #PerfectNever is Reebok’s Be More Human, which encourages us to discover our breaking point; only when you fail repeatedly can you grow. Despite being under the spotlight of a global audience, Rousey continues to reject the idea of being perfect and is an unapologetic example of the women who are defying public pressure and expectations.
“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.