Robbie Williams is the latest heavyweight name to become face of diet brand WW
● Singer hopes that ‘others will benefit from my experience’
Robbie Williams has been unveiled as a new global ambassador for WW, formerly known as Weight Watchers.
The singer and X Factor judge will appear alongside fellow newly-announced global ambassador, Hollywood actress Kate Hudson, spokeswoman Oprah Winfrey and other WW members in the weight management brand’s For Every Body campaign.
Williams, 44, will share his “wellness journey” on social media using the hashtag #Mywhy in an attempt to encourage others to reveal their reasons for getting healthier in 2019.
The campaign is “based on the insight that everyone has their own reason to get healthy and what makes the most meaningful impact along the journey is everything you gain,” WW said.
The company said it reflects its evolution building on the its “leading position in weight management and deliver a more holistic platform for health and wellness”.
Williams has previously talked about his battle with weight, and he also poked fun at himself on his 2013 album Swings Both Ways with a track called No One Likes a Fat Pop Star. He said: “WW is the first programme that truly feels like it fits with my life. After my back injury last year, I definitely let my healthy habits slip and I felt as though I let myself and my family down.
“I can’t keep trying the same things and hoping for a different outcome.
“I trust the history of behaviour science that WW has, and I’m proud to be a new ambassador. Hopefully others will benefit from my experience.”
WW’S president and chief executive Mindy Grossman said: “We are so thrilled to have Robbie join our community and inspire others with his wellness journey, to help our members be their best selves.
“WW aims to be the world’s partner in wellness: a programme designed for everybody and committed to helping millions adopt healthy habits.”
WW rebranded from Weight Watchers in September, removing Weight from its name and moving its focus to wellness and health.
In 2013 Williams hit back at former Oasis singer Liam Gallagher for mocking his new album. Gallagher branded him a “fat idiot” not worthy of playing stadium shows.
Liam’s brother Noel famously once branded Williams “that fat dancer from Take That”.
Now Williams has claimed the former Beady Eye frontman could do with getting his brother back on board to save his music career.
His actress wife Ayda Field said on a 2016 episode of Loose Women that Williams was so affected by body shaming during his Take That days he has been on a diet ever since.
She said: “At 15, 16 he was called the fat dancer from Take That. That sucks.”
She added: “He always says no to pie at birthdays and Christmas… my man should be allowed to have pie!” The new WW campaign, which will start on 26 December and will see Williams featured in European markets, Canada, Australia and New Zealand, comes after the
organisation’s survey on global wellness suggested that 90 per cent of adults say that improving their physical, mental and emotional health was one of their goals for 2019.
Gail Tifford, chief brand officeratww,said:“ourmem-
bers are the heart of our brand. It’s inspiring to hear their stories and the reasons they want to get healthy – what they call #Mywhy. What’s interesting is that we’ve found many of these ‘whys’ are universal. Whether you want to get healthy for
your children or for yourself, whether you want to feel confident in a wedding dress or feel empowered on the first day of a new job, WW is wellness that works. For every body.
“And that’s the premise of our campaign.”