Weight Watchers shares have gained after naming DJ Khaled as its new social media ambassador.
Khaled will be turning his inspirational social media skills towards documenting his weight loss journey, as part of the company’s “freestyle” plan.
DJ Khaled says he’s lost 20 pounds on the program, and he’s touting it to his legions of followers — 3.4 million on Facebook, 3.92 million on Twitter, 8.9 million on Instagram and a reported 3 million to 4 million views for his Snapchat posts.
After the announcement, Khaled got a shout out from fellow Weight Watcher Ambassador Oprah, who said she can’t wait to see him “#blessup this program.
The stock surge is similar to what happened after Winfrey disclosed she had started to lose weight (while still eating her beloved bread) on Weight Watchers. Weight Watchers shares soared nearly 300% in 2017.
Of course, it helped that Winfrey also bought a 10% stake in Weight Watchers and joined its board in addition to becoming a celebrity spokeswoman. (Winfrey acquired her shares for $43 million in October 2015. That investment is now worth $282 million.)
But DJ Khaled — whose given name is Khaled Mohamed Khaled — could help Weight Watchers reach an even younger audience than Winfrey did, not to mention more men.
The company added that DJ Khaled will work with a Weight Watchers coach and use its mobile app to keep track of his fitness and health goals.