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Reebok’s new brand ambassador in China isn’t a taut young athlete, a muscular sports star or a dewy-cheeked model. It’s Wang Deshun, an 80-year-old grandfather who became an instant star after baring his super-ripped torso on the runway at Beijing Fashion Week in 2015.

Reebok’s official WeChat called Mr. Wang “the coolest grandpa” and noted that he had always reached for new experiences in life, such as learning English at age 44, starting fitness at 50 and showing off his abdominal muscles on a fashion runway at age 79. In a news release, the brand said his “example has helped reshape China’s views on aging and shown you’re never too old to pursue your goals.”

Continue reading at AdAge.com