Weight Watchers Enlists DJ Khaled as Digital Spokesman

The living meme will broadcast his weight loss in real time.

By Ethan L. Johns
January 03, 2018

Image: Kevin Winter/Getty Images

Weight Watchers the best! At least, that’s what fans of DJ Khaled are likely to continue hearing, as the American music producer and living, breathing internet meme begins to promote the dieting company.

Weight Watchers stock jumped on Tuesday after the company announced that it had inked a deal with DJ Khaled, which will make him a “social media ambassador” for the brand. DJ Khaled claims to have lost 20 pounds while following the Weight Watchers diet. With that weight-loss motivation, a personal chef and a diet trainer, he will be spreading the good news to the more than 15 million people who follow his Facebook, Twitter, Instagram and Snapchat channels.

DJ Khaled became a viral internet sensation thanks to the personality he shares online, which comes off as a cross between cluelessness and unabashed self-valorization. From motivational videos to dunking on tiny hoops to getting lost at sea, the DJ Khaled character is a sort of anomaly that gets people (especially of a younger demographic) to tune in, even if they’re just there to say, WTF mate?

It makes sense, then, that Weight Watchers would be banking (literally) on Khaled to attract new, younger customers. If Oprah was the weight loss icon for Generation X, then DJ Khaled is her millennial successor.

“By capturing and sharing his process, (DJ Khaled) will enliven and inspire his community, showing that it's possible to integrate healthy habits into your life," said Weight Watchers CEO Mindy Grossman.

So go ahead and make the most of those tasty Weight Watchers points. Then have another one. Another one. Another one.

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns