By Barry Janoff
July 12, 2016: The woman who was conspicuous by her absence at UFC 200 on July 9 is back in the spotlight in a new multi-platform campaign unveiled today from Reebok that claims, "She isn’t perfect, nor has she ever claimed to be."
"Perfect Never" is anchored by a TV spot in which Ronda Rousey, who was the UFC bantamweight women's champ from November 2012 until losing the title to Holly Holm in November 2015, offers, "Here's the thing about being perfect: Perfect never gets truly tested. Perfect never gets to silence its critics. Perfect never gets a shot at redemption.
"So, yeah, I'm fine with not being perfect."
The effort falls under Reebok's current umbrella campaign, "Be More Human." Lead agency is Venables Bell & Partners, San Francisco.
Rousey has not fought since losing to Holm (who subsequently lost the title to Miesha Tate, who in turn lost to Amanda Nunes this past weekend in UFC 200). UFC hinted that Rousey might return by the end of the year or early 2017.
She has appeared in such films as The Expendables 3, Entourage and Furious 7; and is set to appear in the remake of Road House.
In addition to Reebok, Rousey has deals that include MetroPCS, Buffalo, EA Sports and Monster Energy. She appeared in a Bud Light spot with Seth Rogen and Amy Schumer, "Security," which ran during Super Bowl 50.
Reebok is an official partner with UFC.
Rousey's "Perfect Never" effort is supported by Internet and social media.
A promotion offers people an opportunity to win a "Glam to Grit" experience and tickets to UFC 205 in New York, scheduled for Nov. 16 in Madison Square Garden (Details here.)
A dedicated Web site has other Reebok athletes, including fitness trainer Emily Skye and CrossFit athletes Camille Leblanc-Bazinet and Jamie Jagiya, offering their thoughts on why perfect is in the eye of the beholder.
Among their observations: "Perfect Never means always improving" and "Perfect Never means that we can always be better than yesterday."
Rousey's tweets via #PerfectNever include, "Perfect never leaves room for improvement. It never lets you reach your full potential."
"People either hate my guts or really, really, like me. And I’m OK with that," said Rousey. "Being perfect is not as powerful as being human."
Rousey is represented by WME | IMG, which this week acquired a majority interest in UFC for $4 billion.
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