(Source: Inside Retail Asia | 31 March 2017)
Octogenarian Wang Deshun, a silver-haired actor known as “China’s hottest grandpa”, is Reebok China’s newest brand ambassador.
Wang, who was born in Shenyang in 1936, stars in the sports brand’s latest Chinese video campaign “Be More Human” alongside actress Yuan Shanshan and actor Wu Lei.
The senior citizen first caught attention in 2015 when he strutted bare-chested down the runway for a local designer in Beijing Fashion Week.
“Only seriously getting into fitness at the age of 70, Wang’s example has helped reshape China’s views on aging and shown you’re never too old to pursue your goals,” says Reebok, which aims to become “China’s best fitness brand”.
It is expanding its new lifestyle retail concept FitHubs, which integrate retail, fitness and other activities for customers. There are locations already in Hangzhou, Qingdao and Wuhan, with 50 scheduled to open this year. Reebok, owned by Adidas, plans to have 500 FitHubs by 2020.
Its focus is on three key categories: running, training and classics. This year it is especially promoting its running line.
“With running in particular experiencing an unprecedented surge in popularity in China in recent years, the category is a key focus for this year,” says the company.