Reebok’s Chinese mission
Be More Human by Reebok, China

Reebok’s Chinese mission

China – The most recent ad in Reebok’s Be More Human campaign challenges stereotypes around age and fitness.

Article/21104 c29
Be More Human by Reebok, China

China – The most recent ad in Reebok’s Be More Human campaign challenges the stereotypes around age and fitness.

  • The ad features 81-year-old runway model Wang Deshun
  • As part of the campaign, Reebok plans to open 500 FitHub stores across China by 2020

The advert’s protagonist Wang Deshun is joined by actress Yuan Shanshan and actor Wu Lei, demonstrating a more inclusive approach to exercise in a culture that has traditionally been limited by age- and gender-related values of decorum. The campaign ties in with the growing interest in fitness and wellbeing across the country, thanks in part to the government, which has helped to promote the fitness industry .

The ad, which marks the first time Reebok has exclusively targeted the Chinese market, forms part of a wider campaign aimed at repositioning the brand as the market leader in this emerging fitness market.

‘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,’ Chad Wittman, Reebok’s Greater China general manager, said in a statement.

The Big Picture

This next iteration of The Flat Age Society marks a shift towards a more age-inclusive society, even in markets that would traditionally have been considered reserved.

Discover More News
Mastercard launches AI-powered stories for commuters

News

Mastercard launches AI-powered stories for commuters

Mastercard has launched its Transit Tales campaign, which tailors classic stories to the length of commuters’ journeys.
Audiobooks : Australian : Commuters
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Soft Sports : Digital Detox : Asics
Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

News

Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

Gen Z is entering the workforce with a pragmatic view of artificial intelligence and enthusiasm for in-person mentorship. 
Work : Technology : AI
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN