Reebok’s “Be More Human” campaign has a new face – and it belongs to Wang Deshun, otherwise known as “China’s hottest grandpa.”
China’s hottest grandpa is an actor, model and artist with an extraordinary personal fitness story. A pioneer of so-called “body sculpture,” Wang’s chiseled physique and youthful good looks brought him international acclaim after he took to the catwalk at Beijing Fashion Week in 2015. Only seriously getting into fitness at the age of 70, Wang’s example has helped reshape China’s views on aging. “Nature determines age, but you determine your state of mind,” Wang said in an article in The New York Times.
At an event earlier this week, Wang joined Reebok Greater China General Manager Chad Wittman at Raw Fitness, a gym and Crossfit studio in Beijing, to kick off the partnership. Reebok President Matthew O’Toole and Managing Director of Adidas Greater China Colin Currie also took the stage to set out Reebok’s new China strategy.
“Our ‘Be More Human’ message is one that resonates incredibly well today with Chinese consumers eager to live healthier lifestyles and, as a fitness brand, there is no better country to be investing in right now than China,” said Wittman. “We have spent a lot of time and energy putting together a China strategy that meets the specific needs of Chinese consumers in terms of product, messaging and experiences.”
Reebok, which is owned by Adidas, has opened seven FitHub stores across China in collaboration with a retail partner, Belle International Holdings. Wang is one of Reebok’s three newest brand ambassadors. The other two are young actors, Yuan Shanshan and Wu Lei.
Photo and video courtesy Reebok
