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