"On December 3rd, one day before my 44th birthday I will embark on a 22 Days challenge to go completely vegan, or as I prefer to call it, plant-based!!" Jay Z wrote, citing a theory of psychology that it takes someone 21 days to form or break a habit. "This all began a few months back when a good friend and vegan challenged me to embrace a 'plant-based breakfast' everyday. It was surprisingly easier on me than I thought."
The hip-hop mogul found a symmetry that he liked about starting the challenge now. "There's something spiritual to me about it being my 44th birthday and the serendipity behind the number of days in this challenge; 22 (2+2=4) coupled with the fact that the challenge ends on Christmas day," Jay Z wrote. "It just feels right!"
Jay Z promised updates on his progress, and he asked "any professional vegans" for tips on places to eat. He'll be doing some of his vegan dining on the road: the rapper last weekend kicked off his "Magna Carter" world tour with a concert in St. Paul, Minnesota. Will Jay Z's new plant-based food regimen last? "I don't know what happens after Christmas," he wrote. "A semi-vegan, a full plant-based diet? Or just a spiritual and physical challenge? We'll see."
Either way, 21 days and counting.