Wang Deshun, nicknamed “China’s Hottest Grandpa,” has become the latest face of Reebok’s “Be More Human” campaign.
The 81-year old actor and occasional model became an social media star after going shirtless on the runway at Beijing Fashion Week in 2015. He joins Jay-Z and Kendrick Lamar as male brand ambassadors for Reebok.
Reebok will also leverage the influence of relevant global brand ambassadors such as Gigi Hadid as well as local brand assets such as actress Yuan Shanshan and actor Wu Lei, both of whom star alongside Wang Deshun in Reebok’s ‘Be More Human’ China campaign launched earlier this year.
Chad Wittman, Reebok’s Greater China general manager, said in a statement, “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.
“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,” said Wittman.
Reebok, which is owned by Adidas, has opened seven ‘FitHub’ stores across China. In collaboration with a retail partner, Belle International Holdings, it plans to open 50 this year, and 500 by 2020.
Photo and video courtesy Reebok
