Millie Joins Reebok For #breakyourselfie

Reebok has launched its latest social media campaign, #BreakYourSelfie, with the help of TV star, Millie Mackintosh.

According to the fitness brand, the campaign aims to challenge the notion of what beauty is as part of Reebok’s pursuit to encourage the nation to “be more human”.

#BreakYourSelfie encourages fitness enthusiasts to rebel against the millions of happy selfies that are shared post-workout, and to share images of themselves at their most “depleted and broken”, using the hashtag.

Commenting on the campaign, Millie Mackintosh said: “I love to push myself as hard as I can when I work out and whilst it was a bit daunting sharing a selfie when I was at my most tired and sweaty, it really was liberating!

“#BreakYourSelfie celebrates real fitness and hard work – I would encourage everyone to get involved.”

Reebok athletes and employees, key fitness partners – CrossFit, Les Mills and Spartan Race – and gym chain, GymBox, are all also backing the campaign.

James Woolard, brand director, Reebok UK added: “Today’s selfie-culture has us obsessing over projecting images of our most flawless, perfect selves.

“But maybe we’re at our best and most beautiful when we’re pushing beyond our limits.”