Robbie Williams unveiled as global ambassador for WW 'wellness' campaign

Robbie Williams has been unveiled as a brand ambassador for WW, formerly known as Weight Watchers, alongside Oprah Winfrey and Kate Hudson.

The Rock DJ singer will document his “wellness journey” in a global campaign starting next week.

The campaign encourages people to get involved on social media, using the hashtag #MyWhy, by finding reasons to get fit in 2019.

The X Factor judge 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 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” providing a more “holistic” approach to wellness.

Williams previously poked fun at his appearance and weight on 2013 track, No One Likes A Fat Pop Star, from his Swings Both Ways album.

In a video released by WW, Williams explains that “wellness is to be the best version of himself” and that he was “letting himself down” not improving.

He adds: “I’ve committed to this – and that feels good”.

Williams' wife Ayda Field previously revealed how negative comments about her husband, in particular on his appearance, “hurt” him.

Speaking to The Mail On Sunday ahead of their X Factor stint she said: “I put him on a computer ban but then he falls off the wagon, he goes down the hole and then I have to pick up those pieces.

“I will definitely ban Rob from social media during the show. He’ll read some nasty comments and then I have to pick him up, dust him off and remind him he’s an incredible human being.”

#MyWhy launches on Boxing Day