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, handed over the reins of her dead account after the ‘company ceased trading last year’ following her retirement after 20 years at the company.
However, the bizarre acquisition by WWEEVV left Roxy’s fans confused about its legitimacy as the company began posting strange messages claiming, “Roxy is out.”
Sharing an image of the socialite, the new brand’s marketing strategy included editing their logo in front of Roxy’s eyes as she was booted from the page.
The pseudo-hostile takeover left followers confused, with some speculating that Roxy’s page had been 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
“Is this account purchased or is this a rebrand?” one person wrote, while several others simply noted, “Hacked.”
Roxy later confirmed to NCA NewsWire on Tuesday that she had sold her Sweaty Betty Instagram account to WWEEVV.
“WWEEVV has taken over my Sweaty Betty PR Instagram account. The company ceased operations in November 2022 when I retired from PR,” she said.
The PR queen handed over the reins of her dead account after the ‘company 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 posting strange messages claiming: ‘Roxy is out’
Within hours, the Instagram account dropped from more than 98,000 followers to 97,700 after the bizarre transfer.
Roxy stepped down from her role as director of Sweaty Betty PR in November last year after founding the company almost two decades ago at the age of 24.
The mother-of-two said she wanted to focus on other business ventures, including her digital influencer talent management agency Ministry of Talent.
Sharing an image of the socialite, the new brand’s marketing strategy included editing their logo in front of Roxy’s eyes as she was booted from the page.
The pseudo-hostile takeover left followers confused, with some speculating that Roxy’s page had been hacked
She also wanted to focus on running her homewares brand XRJCelebrations, which she has also sold since parting ways with her PR firm in Sydney.
Now Roxy does all her business from Singapore, having moved there earlier this year with her husband Oliver and their two children Hunter and Pixie.
Despite looking glamorous in the Southeast Asian country, she admitted she “cried every day for the first four weeks” after her family moved.
“I have lived in Australia for 43 years, so moving to another country was a serious challenge,” she told The Daily Telegraph.
Roxy later confirmed to NCA NewsWire on Tuesday that she had sold her Sweaty Betty Instagram account to WWEEVV