The octogenarian dubbed 'China's Hottest Grandpa' is the new face of Reebok China. Wang Deshun came to public attention after walking shirtless in a Beijing Fashion Week show in 2015. Deshun's rise to prominence has been revolutionary in regards to China's previous view of ageing, and Deshun has become a sex symbol thanks to his toned physique. Reebok is extending its fitness stores, FitHubs, which includes retail and fitness activities for customers. Reebok already has three FitHubs in Hangzhou, Qingdao and Wuhan, and are opening 50 more this year. Running has surged in popularity recently in China, and Reebok are making their running line a key focus this year.