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    Gigi Hadid becomes the new face of spring Reebok campaign

    Model Gigi Hadid is the face of Reebok’s spring advertising campaign.

    Boston’s connection to one of the world’s top supermodels — Gisele Bundchen — is well-documented. But now it seems another fashion megastar has ties to the Hub.

    Gigi Hadid, ranked by Forbes as the fifth-highest-paid supermodel in 2017, is the face of Reebok’s new campaign for the Freestyle Hi, just the latest throwback sneaker crowding the footwear market.

    Anyone who remembers the ’80s will recall the ubiquitous Freestyle Hi. Besides being a staple of aerobics classes everywhere, the soft white sneakers became a cultural touchstone when ambitious up-and-comer Tess McGill (a mightily hairsprayed Melanie Griffith) strode into work wearing them in 1988’s “Working Girl.”


    The velcro-topped trainers have continued to pop up over the years, but getting the 22-year-old Hadid to hawk them could make them trendy — and perhaps even cool — again.

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    Hadid posted a little video about her collaboration on Instagram, alerting her 38.2 million followers about her recent visit to the new Reebok headquarters and sporting a personalized cropped jersey in Celtics green. So far, it’s been viewed more than 6 million times.

    “day-trip’d it to Boston to visit my @reebok family at their brand new HQ & flagship store !!! HAD THE BEST TIME,” she wrote.

    For those keeping track, Hadid took home $9.5 million in 2017, according to Forbes, while Bundchen, the second-highest-grossing supermodel of last year, banked a cool $17.5 million. The No. 1 spot went to Kendall Jenner, who made $22 million.

    Hayley Kaufman can be reached at