Today, Reebok announced the signing of renowned mainland Chinese celebrities Wang Deshun, Yuan Shanshan, and Wu Lei as its Greater China brand ambassadors, officially launching its China initiative with the goal of becoming the best fitness brand.
This cross-age, cross-gender supergroup composed of “Coolest Grandpa” Wang Deshun, “Abs Queen” Yuan Shanshan, and rising icon Wu Lei perfectly embodies Reebok’s brand spirit of “Be More Human.” Just having celebrated his 80th birthday, Wang Deshun is widely revered as the “Coolest Grandpa.” At 44, he learned English; at 49, he moved to Beijing to study mime; at 50, he started fitness training; at 57, he created “living sculpture”; at 70, he developed visible abs; at 79, he walked the runway showing off his abs; and at 80, he became a Reebok ambassador.……His life is a testament to the strength of the Chinese people—both physically and mentally. These achievements, earned through sweat, have kept him active in China’s entertainment industry, fitness scene, and even the fashion world. “Abs Queen” Yuan Shanshan, once underestimated due to online bullying, stood at a turning point in her life and used sweat and perseverance to transform herself. Through fitness, she became one of China’s most inspiring female celebrities, completely changing the course of her acting career. As for rising star Wu Lei, who stands at the crossroads of his future development, this young “veteran actor” who has always aspired to be the “best actor” chose to start with fitness. Through sweat and experience, he seeks his true direction forward and strives to become his ultimate self.
“Reebok believes that fitness not only strengthens the body but can also change lives. Fitness helps people undergo positive transformations physically, mentally, and socially, thereby becoming better versions of themselves. We believe our three brand ambassadors beautifully represent Reebok’s brand philosophy, and we trust their stories will inspire more Chinese people to join the fitness movement and embrace a healthy lifestyle,” said Mr. Zha Weiwen, General Manager of Reebok Greater China.
Founded in 1895, Reebok is one of the oldest sportswear brands in the world. In 2011, this American brand shifted its global strategy to focus on fitness and has achieved great success in Europe and the U.S. Now, signing three Greater China brand ambassadors officially kickstarts its China development plan. The brand aims to become the best fitness brand and the top choice for Chinese fitness consumers, with plans to open 500 stores by 2020 in partnership with retail partner Belle.
Reebok is part of the Adidas Group. Gerd Manz, President of Adidas Group Greater China, expressed strong confidence in the brand’s full-scale China launch: “If Reebok wants to make an impact in China, now is the perfect time.With the government’s support for sports and the growing awareness and enthusiasm for healthy living among the public, China’s sports and fitness market will continue to grow. This presents a perfect opportunity for Reebok’s China initiative.”
2017 marks the beginning of Reebok’s full-scale entry into the Chinese market. Reebok China’s branded store concept, FitHub, will also expand rapidly across major cities nationwide. The retail push began to show signs by the end of 2016: from the end of 2016 to January 2017, Reebok’s branded store FitHub had already launched in Wuhan Wushang Plaza, Qingdao China Resources Mixc, Hangzhou West Lake Intime Department Store, and Beijing Solana Blue Harbor. Reebok’s latest store concept: FitHubInspired by Reebok’s globally exclusive partnership with CrossFit gyms,the store integrates physical retail, fitness, and offline events to create a new consumer experience model:Not only offering cutting-edge fitness products, but also transforming the store into an ideal place to experience a healthy lifestyle.
Reebok brings the successful “challenging fitness” concept from the West to China: Be More Human
Based on its long-standing brand heritage and deep understanding of fitness, Reebok has introduced a unique fitness slogan—Be More Human”:Fitness is not just about physical exercise but also about life’s challenges. Fitness helps people strengthen their bodies, temper their will, enhance communication, become better parents, children, citizens, and ultimately, better versions of themselves. Reebok positions its fitness approach asChallenging Fitnessaimed at delivering a true philosophy of strengthening the body. Fitness is not just a simple weight loss solution or a logbook, but a lifestyle attitude: “I am not afraid of challenges, I enjoy that extra bit of pain, I strive to push myself beyond limits because I believe I can do it.”
Reebokbrand identityis the most direct representation of its philosophy: the triangular Delta logo symbolizes how fitness influences people physically, mentally, and socially—not only giving you a strong body but also strengthening your mind, helping you become more focused and determined, while also fostering strong social connections that make you more open and a contributor to a positive society.
Global exclusive partner of top fitness programs such as CrossFit, UFC, Les Mills, and Spartan Race
Reebok aims to become the best fitness brand, and its reform efforts have been underway globally for quite some time. With precise market vision and boldness, Reebok has exclusively partnered with numerous successful fitness programs worldwide, including the globally popular CrossFit high-intensity interval training, the most successful group fitness management system Les Mills, the world’s top obstacle race Spartan Race, and the UFC Ultimate Fighting Championship. It customizes various products specifically for these programs and strongly supports different fitness events. From the booming Reebok Global CrossFit Games, Les Mills LIVE global fitness tour, and Spartan Race to the UFC Ultimate Fighting Championship set to debut in China in 2017, Reebok has successfully established a distinctive professional status through exclusive gear and events.
Reebok’s two major product lines, Fitness and Classic, are going full throttle
The Reebok Fitness series and Classic series, as the brand’s two main product lines, are built on precision personalization, global star influence, mastery of classic and trendy styles, and innovation as the foundation for a full-scale push in 2017.
The Reebok Fitness series, known for creating precisely customized products for different fitness activities, enjoys an excellent reputation: the CrossFit Nano training shoe family, designed specifically for CrossFit, has become an essential must-have product, while the Les Mills training series, led by the Hayasu dance training shoe, offers specialized designs tailored to the movement characteristics of Les Mills group workouts. Additionally, Reebok has innovated the Pump family, with the new Pump Plus inflatable running shoes providing a more snug fit through high-performance design and materials, making running more comfortable and effortless.
The Reebok Classic series also continues to gain momentum, driven by a distinctive global star strategy that sparks widespread popularity. From the world’s hottest supermodel Gigi Hadid, American rap superstar Kendrick Lamar, American hip-hop artist Future to the three Greater China brand ambassadors, they all represent traits of nonconformity and timeless style, infusing the Classic series with the power to lead explosive fashion trends.
The Classic series’ iconic products continue to establish Reebok as a global creator of timeless style. The legendary Pump family remains strong: the highly anticipated 2017 shoe model, Pump Supreme, not only impressed the sneaker world with its clever design but also collaborated with the popular fashion brand Vetements to create a hype-worthy joint edition.