Khloé Kardashian has a new reality show about fitness Revenge Body and an endorsement deal with US shake company Protein World- the infamous “Are You Beach Body Ready?” campaign.
On the Protein World site, the partnership was announced: “Body Beautiful from the inside out is the backbone of our core values at Protein World. Our aim is to help every person become the best version of themselves, and who better to help us spread this message than self confessed ‘gym bad ass’ and hottest fitness inspiration on the planet… Khloé Kardashian.
“Khloé has joined the Protein World family and spoken exclusively about all things health and fitness to bring you her top tips and advice on smashing those New Year New You goals.”
Protein World’s chief executive, Arjun Seth, said the ’30 Day Challenge’ and partnership with Kardashian: “With this campaign we’re celebrating empowered young people who want to be their best selves, by looking good and feeling great.”
Check out the campaign below:
This is a big shift away from the company’s controversial Beach Body Ready campaign which received over 378 complaints in the UK accused of ‘body-shaming’ women, objectifying women and generally making women feel like their only worthy of praise if they’re skinny.
The weight-loss ad caused huge backlash including a protest in London’s Hyde Park and a Change.org petition that attracted over 70,000 signatures. Protein World responded to the body-shaming accusations, going on Twitter to tell people to grow some balls and stop being “fatty sympathisers”.