Roxy Jacenko left fans stunned on Monday when she sold her Sweaty Betty PR Instagram page to a ‘new social video integration platform’ called WWEEVV.
The PR queen, 43, passed over the reins of her dead account after the ‘business ceased trading’ last year following her retirement from the company after 20 years.
However, the bizarre takeover by WWEEVV left Roxy’s fans confused about its legitimacy when it began making strange posts claiming: ‘Roxy is out.’
Sharing an image of the socialite, the new brand’s debut marketing strategy included editing their logo across Roxy’s eyes as she was booted from the page.
The pseudo-hostile takeover left followers confused, with some speculating Roxy’s page was hacked.
Roxy Jacenko, 43, (pictured) left fans stunned on Monday when she sold her Sweaty Betty PR Instagram page to a ‘new social video integration platform’ called WWEEVV
‘Did this account get purchased or is this a rebrand?’ one person wrote while several others simply commented: ‘Hacked.’
Roxy later confirmed to NCA NewsWire on Tuesday she had sold her Sweaty Betty Instagram account to WWEEVV.
‘WWEEVV has taken over my Sweaty Betty PR Instagram account. The business ceased trading in November 2022 as I retired from PR,’ she said.
The PR queen passed over the reins of her dead account after the ‘business ceased trading’ last year following her retirement from the company after 20 years
However, the bizarre takeover by WWEEVV left Roxy’s fans confused about its legitimacy when it began making strange posts claiming: ‘Roxy is out’
Within hours, the Instagram account dropped from more than 98,000 followers to 97,700 following the bizarre handover.
Roxy stepped down from her role as director of Sweaty Betty PR in November last year after establishing the firm almost two decades ago at the age of 24.
The mum-of-two said she wished to focus on other business projects, including her digital influencer talent management agency Ministry of Talent.
Sharing an image of the socialite, the new brand’s debut marketing strategy included editing their logo across Roxy’s eyes as she was booted from the page
The pseudo-hostile takeover left followers confused, with some speculating Roxy’s page was hacked
READ MORE: Roxy Jacenko comes under fire for being ‘too flashy’ as she lives it up in Dubai on no-expense-spared holiday with kids Pixie, 12, and Hunter, nine
She also wanted to focus on running her homewares brand XRJCelebrations, which she has also sold since stepping down from her Sydney-based PR firm.
Now, Roxy is conducting all her business from Singapore after moving there earlier this year with her husband Oliver and their two children Hunter and Pixie.
Despite glamming it up in the southeast Asian country, she confessed she ‘cried every day for the first four weeks’ after her family’s move.
‘I have lived in Australia for 43 years, so making the move to another country has been a serious challenge,’ she told The Daily Telegraph.
Roxy later confirmed to NCA NewsWire on Tuesday she had sold her Sweaty Betty Instagram account to WWEEVV
