Highsnobiety
Double Tap to Zoom

Beyoncé and JAY-Z have announced a new contest offering fans the chance to win a lifetime's supply of concert tickets — on the condition they adopt a vegan diet.

The Greenprint project was unveiled on Bey's Instagram account yesterday. It states that contestants must promise to eat “two plant-based meals a day” or practice "meatless Mondays" to qualify.

Your Highsnobiety privacy settings have blocked this Instagram post.

This isn't the first time Beyoncé and JAY-Z have advocated veganism. Earlier this month, the pair co-authored an introduction to Marco Borges' new book The Greenprint: Plant-Based Diet, Best Body, Better World

“Having children has changed our lives more than anything else,” they wrote. “We used to think of health as a diet — some worked for us, some didn’t. Once we looked at health as the truth, instead of a diet, it became a mission for us to share that truth and lifestyle with as many people as possible.”

We Recommend
  • An Afro-Vegan Restaurant Makes a Flavorful Fashion Week Debut
  • In Blue Camo, Nike's Clean Lace-Free Air Maxes Are Anything But Invisible
  • Onitsuka Tiger’s Red Concept Store Roars Into London With Pop-Up Pub Experience
  • Trail Tested, City Approved: Brooks Brings New Life to the Cascadia Legacy
  • When the Celebrity Collaboration Is All Celebrity, No Collaboration
What To Read Next
  • adidas Denim-fied the Samba
  • This Premium, Colorful Vans Skate Shoe Is a Straight-Up Gem
  • Nike's Matrix-Themed Air Force 1 Sneaker Is a Good Kind of Glitch
  • In "Metallic Oil Green," Nike's Best Air Max Stomper Gets a Slick Makeover
  • It Takes a Real Superstar to Recognize Another
  • An Artful Nike Dunk, Decked Out in Handmade Harris Tweed