Reebok plans to open 500 stores by 2020 and create China-specific products to make it China’s best fitness brand, taking advantage of China’s booming fitness market – especially in the running category.

Its new lifestyle retail concept, FitHubs, which integrates retail, fitness and other activities for customers and are inspired by CrossFit spaces, already has locations in Wuhan, Qingdao and Hangzhou. Fifty more are scheduled to open in 2017, through its retail partner, Belle.

At the spearhead of those ambitions is its new brand ambassador, Wang Deshun. Wang, aka China’s hottest grandpa, is 80 years of age. He was born in 1936 in the northeastern city of Shenyang in China and the model first made headlines throughout the world 79 years later, when he walked the runway at Beijing Fashion Week in 2015.

Wang only got into fitness seriously at the age of 70 and became a fashion towards the end of his seventies. For every late starter, he is the fitness guru of their dreams. For Reebok, he is the door to a rich, ripe market.

Wang stars with actress, Yuan Shanshan, and actor, Wu Lei, in Reebok’s new campaign, Be More Human, which aims to “inspire people from all walks of life to strive to achieve their full potential through fitness.”

Reebok will cater to the fastest growing fitness category running, promoting its cutting-edge technology, like FloatRide, which is designed to help runners perform at their best.