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Reebok Hires Hottest Grandpa to Support Their Best Fitness Brand in China Campaign

28/03/2017
Advertising Agency
Hong Kong, Hong Kong
203
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Reebok are creating China specific fitness product ranges and aim to become leader in that market
Global fitness leader Reebok teamed up with China’s “hottest” grandpa, Wang Deshun, in Beijing this afternoon for an event to kick off its bold new drive to become China’s best fitness brand. Hosted by Raw Fitness, one of Beijing’s best-known gyms and CrossFit studios, guests at the event included media, top executives and staff from Reebok and its parent company, adidas, as well as Reebok’s exclusive retail partner in China, Belle International Holdings Ltd.
 
Against a backdrop of pull-up bars, kettlebells and medicine balls, Reebok President Matthew O’Toole, Managing Director of adidas Greater China Colin Currie and Reebok Greater China General Manager Chad Wittman took the stage to set out Reebok’s new China strategy and share their thoughts on Reebok’s brand ethos ‘Be More Human,’’ a call to inspire people from all walks of life to strive to achieve their full potential through fitness.


Joining Chad on stage, model and artist, Wang Deshun – known to many as “China’s hottest grandpa” - shared some of the most exciting and inspiring highlights of his own extraordinary personal fitness journey. One of Reebok’s three newest brand ambassadors, Wang embodies the brand’s multi-generational appeal as well as its ‘Be More Human’ mind-set and its focus on self-improvement and overcoming limitations. A pioneer of so-called ‘body sculpture,’ Wang’s chiselled 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 ageing and shown you’re never too old to pursue your goals.

"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 Reebok Greater China General Manager, Chad 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 is Fitness

Reebok boasts an authentic brand heritage firmly rooted in sport. Its roots in fitness meanwhile go back to the early 1980’s and 90’s. At that time, Reebok dominated the fitness category with a steady slew of stylish, innovative products while helping to inspire iconic trends.

At the heart of Reebok’s recent global success is its 2010 re-positioning to become an entirely fitness-focused brand. By focusing on innovative product technology and forging powerful and exclusive global strategic partnerships with some of the biggest and most influential names in the industry, such as CrossFit, Spartan Race, Les Mills, Ragnar Relay and the UFC, Reebok has carved out a unique and authentic position for itself in this fast growing segment. Incorporating such elements as high-intensity interval training and calisthenics. Reebok’s unique version of fitness takes the concept of fitness to the next level, pushing people to surpass their limits and become the best possible version of themselves.


In 2015, the brand issued a bold challenge to the world to “Be More Human” with the launch of a fully-integrated marketing campaign highlighting Reebok’s mission to change how people perceive and experience fitness. More than just a tagline or slogan, ‘Be More Human’ is a rallying cry for people to better themselves and the world around them by moving and living a fitness-focused lifestyle. This unique brand perspective is embodied by the three sides of the brand’s Delta logo representing the physical, mental and social transformation experienced from living a fitter lifestyle.
 
Reebok on Course to Become China’s Best Fitness Brand
 
With today’s event, Reebok is bringing the lessons of its global success to China, where the market for fitness is growing fast. In addition to its global product range of fitness apparel, footwear and equipment, Reebok plans to make products available designed and made in China to meet the specific needs of Chinese consumers.

At present, Reebok focuses on three key categories: Running, Training and Classics. With running in particular experiencing an unprecedented surge in popularity in China in recent years, the category will be a key focus for Reebok in 2017 as it leverages proprietary, cutting-edge technology such as FloatRide to help runners perform at their very best.
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 powerful ‘Be More Human’ China campaign launched earlier this year.

In the past few months, Reebok has opened a total of seven of its signature ‘FitHub’ stores across China including in Wuhan, Qingdao and Hangzhou, as well as a new store in Beijing in January 2017. Drawing inspiration from the intensive fitness gyms of its partner, CrossFit, the FitHubs integrate physical retail, fitness and offline activities to create a wholly new consumer experience that embodies the Reebok fitness lifestyle. Working in close collaboration with its new retail partner, Belle, China’s best retailer, Reebok plans to open a total of 500 FitHubs by 2020, with 50 scheduled to open in 2017.
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