New year, new celebrity endorsements.
American record producer DJ Khaled has been named the newest ambassador for the Weight Watchers WW Your Way program, much to the surprise of social media.
In a promo video for the brand, the dad-of-one explained how the weight-loss program is helping him be a better role model for his son, Asahd.
"My son is my love, my life, and I need to be great for him," he said, explaining his inspiration behind the change.
The bulky rapper also reveals what he eat's on an average day, with treats such as cookies allowed on his new diet plan.
"I can eat whatever I want," he says. "That's what I like about it."
However, users on social media appear to be confused by the partnership, with many voicing their opinions online.
"DJ Khaled has partnered with Weight Watchers," one wrote on Twitter. "What is happening 2018?"
However despite many being surprised by the new endorsement, stocks in the diet plan have already risen proving most are inspired by the Wild Thought's upcoming journey.
Fellow ambassador, Oprah Winfrey took to Twitter to welcome him to the family and wish him the best.
You will be able to follow DJ Khaled’s progress over the coming months on Snapchat (@djkhaled305), Twitter, Instagram, and Facebook
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