Perfume are the faces of Reebok. Kokoro no Sports Wear.

Perfume only recently announced that they would be starring in a film which releases in a week, which also features a new song which releases on the same day as the film and they also showed up to a press conference for the film, all whilst they are in the midst of a tour. And now they have revealed that they are brand ambassadors for Reebok for their Spring Summer 2025 range.

One thing about Perfume, they are gonna stay busy and keep the bag flow consistent.

Perfume & Rebook | Reebok

I do have questions about whether Perfume being the faces of athleisure for another brand undercuts Perfume Closet, which also features athleisure items. I’ve long said that it makes more sense to me for Perfume to be faces of other clothing brands and do collaborations with them, rather than launch their own. But…whatever. And I also wonder whether Perfume is the best fit for Reebok at all, given that they aren’t really known for athleisure outside of their P.T.A. fanclub. Whenever Perfume show rehearsal footage of themselves, they are always in tracksuits and sneakers. But athleisure isn’t something the general public who know of Perfume would ever associate them with. It’s like the whole Beyoncé and Ivy Park deal. Like...girl. You aren’t known for athleisure or sports wear. And funnily enough, Beyoncé and Perfume have both been the faces of Levi’s, which made more sense for them than athleisure and sportswear.

Japanese celebrities are the faces of any and everything in Japan. It’s long been a criticism that many celebs will allow themselves to be the faces of things that they have zero connection to. But to try and create some type of thread with this Perfume and Reebok partnership, it makes more sense when I think about a-chan’s own fitness and weight loss journey.

Perfume & Rebook | Reebok

Over the past couple of years a-chan has allowed fans to be privy to her attendance of pilates classes, which I think was a reaction to her receiving comments about her noticeable weight loss. Because after addressing it on Instagram Live is when we started getting regular updates of her doing pilates. But you can see that a-chan’s attitude toward her own body has changed a lot over the years. Going from wearing maternity wear in the days of Game and Triangle, to wearing more shapely dresses around the time of LEVEL3. To not wearing anything with a low neckline, to showing decolletage. To never showing her midriff, to now posting images of herself wearing sports bras and being shot for campaigns wearing crop tops. If a-chan alone was the face of Reebok, it would make more immediate sense and also feel like a personal choice. But I guess doing a campaign with only a-chan wouldn’t be the best business sense when Perfume as a brand is stronger and they have shit going on right now as a trio. But I do think that a-chan, Kashiyuka and Nocchi should be doing more product tie-ins and national campaigns individually. Because even solo, they are still Perfume. Perfume are already doing their little side hustles separately which ties in with their own interests. So it wouldn’t be weird to see Nocchi in a video game commercial, given her gaming columns with Natalie. For Kashiyuka to star in a Summer holiday commercial, given that she’s a fan of snorkelling and diving. Or for a-chan to be the face of Uniqlo’s AIRism, which includes items women can wear to workouts.

As much as Perfume try to stay in ‘We are Perfume’ mode and keep this delineation between who they are on stage and who they are off stage. I do think part of the evolution of the group is to put more of their own personalities into Perfume’s output. Not just in the music and the videos, but the tie-ins and campaigns they choose to be the faces of. They have been in this game for so long and have managed to maintain success. They can afford to take risks and be a bit more selective without fear of it completely tanking Perfume. Unless one of them goes on radio and talks about how women in their thirties better hurry up and have babies before their pussy rots, and even that didn’t tank Koda Kumi’s career.

Perfume & Rebook | Reebok

I went on a slight tangent. But regardless, Perfume look great in the Reebok shots. And it would be cool to see them in some custom Reebok looks on stage, styled in a way that’s Nebula Romance adjacent, 80s and fashion.

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💿 Perfume Album Reviews: Complete Best | Game | Triangle | LEVEL3 | JPN | Cosmic Explorer | The Best “P Cubed” | Future Pop | Plasma | Nebula Romance: Part 1

🎛️ Perfume Mashups: Kylie Minogue x Perfume | Perfume x Kylie Minogue | Perfume x Dua Lipa | Perfume x Sonia / Stock Aitken Waterman

🎛️ Perfume Mash-Mixes: “Nananananairo My Neck” | “Ima Pussy”

Perfume Megamixes: Game | LEVEL3 | Cosmic Explorer

🎛️ Perfume Extended Mixes: Moon | Cosmic Treat