He’s proof that age really is just a number.

Reebok has just named Wang Deshun, an 80-year-old actor and artist as a brand ambassador in China. The octogenarian has become a sensation in the fashion world after walking in a Beijing Fashion Week show two years ago for Chinese designer Hu Sheguang. GQ called him the “Hottest Grandpa” in a profile for its April edition, for which he worked out at a gym at the crack of dawn. He also recently attended Milan Fashion Week as a guest of Ermenegildo Zegna.

Partnering with the sportswear brand though, sounds like a perfect match. Wang caught the attention of Chinese social media users thanks to his flowing silver locks and Gandalf-with-a-six-pack physique. China’s “old fresh meat,” as he is often called, began pumping iron as a senior citizen. He worked as a train conductor under Mao’s communist regime and then in media. Later in life, he discovered an artistic inclination and attempted to stage a show—later banned by the authorities—in which he posed nude models as sculpture.

“Wang’s example has helped reshape China’s views on aging and shown you’re never too old to pursue your goals,” said Reebok. The Adidas subsidiary is planning to open 500 new stores in China over the next four years and Wang is one of three stars in a new Reebok ad campaign that equates sweat and bodybuilding with being a better human.

Reebok and other athletic brands will be hoping that more Chinese learn from Wang, who reportedly works out for between three to four hours each day. China’s rapid economic development in recent decades has brought obesity issues to the fore, especially in wealthier urban cities. Almost 90 million adults are overweight, meaning that the Middle Kingdom recently edged out the United States as the country with the most number of overweight people.