Haterade, Same Sex Attraction, and (Somehow) Kristen Stewart
Or How I'm Weaponizing My Crazy For Good
It began, as most late-night vengeance-fueled campaigns for truth do, with a slur hurled at oomf.
Unfortunately, this type of language isn’t new to X(formerly Twitter). Since Elon’s takeover and a promise to destroy “woke”, the site has been overrun with these perpetually online, racist weirdos. This interaction, however, surprised me. This was the first time I had seen a brand fully embrace this type of rhetoric as a marketing scheme. Sure, there’s been plenty of conservative-aligned brands for decades, but this is something different. It’s a full-fledged endorsement of groyper rhetoric to grow a customer base. And so, I set out to uncover who was behind this account, and what possibly could have led them to this… interesting marketing campaign.
It’s hard to say what led me down this rabbit hole on that fateful evening. Was I sleep-deprived, and perhaps very susceptible to delusional thinking? Yes. Have I seen my content creator friends receive this type of harassment daily? Yes. Do I have an innate curiosity to understand the human condition, even if the people I’m studying repulse me to my core? Yes. And am I extremely frustrated and tired of the normalization of this disgusting behavior in our society, and do I feel like nobody else really seems to care? Obviously, YES. But what I discovered about this specific drink brand, Sport Drink, revealed a sinister truth behind this recent cultural shift.
Sport Drink - It’s NOT Gatorade, Okay?
And so, channeling my social media expertise as a zillenial in his prime, I first went to a somewhat niche social media site: Instagram.
Their Instagram account is tame, nothing particularly objectionable (though, of course, Instagram has much harsher discrimination and harassment policies compared to X). Most of their Instagram posts feature fake feuds with Gatorade and other brands, or content creators reviewing their products, what you would expect from a brand’s social media page. I would describe their aesthetic as “Ayn Rand’s The Fountainhead meets that-one-Apple-commercial-from-the-‘80s-where-that-lady-hurls- a-hammer.” Arguably, there are fascist undertones to many of their posts, but I’ll allow you to judge for yourself. The LinkedIn account associated with Sport Drink Co., however, tells a much different story:
Their posts on LinkedIn, a site presumably for professionals seeking employment opportunities, are littered with bizarre fantasies about slavery, rape, homophobia, and extreme racism. This type of language rhetoric is common to the terminally online right. This isn’t dogwhistling, or just “being funny”; this is a brand growing a consumer base through WHITE SUPREMACY. So who owns this brand?
healthyhomejosh: He’s Really Healthy
Once again, using my critical thinking skills, I scrolled slightly up on their LinkedIn page to find the founders of this brand. I’m focusing mainly on Josh Kaye, aka healthyhomejosh, who lives in Los Angeles like I do. Still, I will include some fun information at the end about his co-founder, Josh Lekach. Josh Kaye has a very storied, interesting internet footprint. Like every other wealthy kid who grew up in Los Angeles, he has an IMDb page. That’s right: he’s the star of Kristen Stewart’s directorial debut, a short film called Come Swim.
In this interview for Variety, he seems well-adjusted and easy to get along with. I won’t speculate on how he ended up working on this film, but clearly, they got along well, and she even invited him to her SNL hosting premiere on February 4, 2017
Now, is this information explicitly necessary to understand someone’s arc towards Christonationalism and fascism? Perhaps not. But is it really funny? Yes, yes it is.
We know from his resume that he’s had many jobs, predominantly in modeling, fashion, and graphic design, and that he’s a graduate of the very conservative Christian university, Biola University ( I bolded this because this will become important later!) Regardless, at some point in the early 2020s, Josh started pivoting to what I personally would describe as “crunchy granola health nut science denier gym bro,” and his first post on Instagram from the healthyhomejosh account was on December 18, 2023.
Again, this is pure speculation, but I believe he’s one of those types whose brain broke due to Covid-19 and quarantine restrictions (many such cases, unfortunately). His content focuses on being healthy, but with an “own the libs” mentality. It’s not particularly unique or insightful content, but it is plentiful. He’s even written a book about it, and I would wholeheartedly like to congratulate him on that accomplishment. Starting in August of last year, Josh began featuring posts about his new drink brand, a powdered electrolyte beverage meant to be healthier than Gatorade. And around this time, he would be the featured guest on a podcast hosted by one Becket Cook.
Dear reader… dear precious baby boygirl reader reading this sentence right now: what I discovered about Becket Cook and his relationship with Josh Kaye would not only shake me to my core, but reveal that I know someone personally involved with the movement behind this extremely dumb marketing stunt.
And that’s a wrap on my first part of this disturbing and interesting journey I’m trying to share. Please, do NOT contact anyone involved with this for your own personal safety. The people, especially on Twitter, will coordinate harassment campaigns, and I would not want anyone to get hurt because of me. All of the information I found exclusively through public posts and social media; I didn’t pay any sketchy site for a background check or whatever, this was all me being a lil’ freak and pursuing my dream of being a detective. If you liked what I wrote and want to hear more, please let me know! I’m going to sit down with my friend later this week, and I’m looking forward to sharing his insights into this type of Christianity