Reebok Enlists China's 'Hottest Grandpa' To Announce Plan For 500 Stores By '20

Reebok enlisted "China’s hottest grandpa," Wang Deshun, as a brand ambassador as it announced plans to open 500 stores by '20 and "create China specific products in a bid to become China’s best fitness brand," according to Danielle Long of THE DRUM. The 80-year old model, "who made headlines globally after he walked the runway" at Beijing Fashion Week in '15, will front the fitness brand’s marketing activity across China. Deshun is featured alongside actress Yuan Shanshan and actor Wu Lei in the "Be More Human" campaign, which aims to "inspire people from all walks of life to strive to achieve their full potential through fitness." Deshun, who "only seriously got into fitness and training in his 70s," has helped "challenge China’s views on aging and fitness," and Reebok is hoping he will "help the brand appeal to older audiences as part of its aim to have multi-generational appeal." Reebok unveiled its China strategy this week in Beijing, announcing plans to open 500 "FitHub" stores across China by '20, "with 50 stores scheduled to open" in '17. Reebok will work with its Chinese retail partner, Belle, "to create the signature stores, which are inspired by CrossFit spaces" (THE DRUM, 3/29).