The Enhanced Games doesn’t deliver a different message to kids than Kim Kardashian – humans need to upgrade themselves.
That is the belief of Aron D’Souza, the businessman hoping to attract the world’s best athletes to compete in the Doping Olympics.
The Australian-born, Oxford-educated entrepreneur has promised to redefine sport with the launch of his controversial project.
His Enhanced Games is set to allow athletes to contest Olympic-style events while using banned performance-enhancing drugs.
Competitors can freely use substances such as anabolic steroids, testosterone, and growth hormones in pursuit of huge prize money.
Criticism of the Enhanced Games has been fierce, with World Athletics chief, Sebastian Coe, saying taking part would be ‘moronic.’
Travis Tygart, the CEO of the US Anti-Doping Agency, called the event ‘a dangerous clown show’.
Team GB Olympic silver medallist Ben Proud, who has signed up, even admitted he wouldn’t encourage younger athletes to emulate him.
However, Enhanced Games founder D’Souza argued, live on talkSPORT, that enhancement is already a part of our everyday lives.
He likened the message sent to youngsters to one issued by Kim Kardashian, who has one of the world’s most famous bodies.
“Technology is a part of our everyday life, the 40-year-old explained exclusively on Sunday Session. “So let’s analogise this to Hollywood.
“We recognise, particularly among the actresses out there, that cosmetic enhancement is quite normal. Kim Kardashian does Botox.
Cosmetic enhancement is already a part of everyday life, D’Souza argued Kardashian, who has 355 million Instagram followers, promotes Botox and severe diet methods to achieve her lookInstagram“She promotes it on her Instagram. We know that she’s not a natural human being. She’s an enhanced human.
“And what message does that send to our young people? It says that enhancement is a part of our everyday lives.
“From drinking a cup of coffee to wearing a pair of eyeglasses, we enhance our abilities and overcome our human limits.
“And in an era of artificial intelligence and increasing technology, us humans have to upgrade ourselves.
“We have to become better, and we have to become stronger.
“Otherwise, we’re not going to be able to compete with the machines.”
D’Souza defended his message to youngsters by pointing to Kim K – seen here in 2005Getty The 44-year-old regularly promotes cosmetic workGetty‘The Kardashian effect’
The Americans’ influence on the changing beauty standards since their emergence is undeniable.
The Kardashian family are synonymous with the latest cosmetic trends, which has seen a surge in demand for certain procedures, such as lip fillers, Brazilian butt lifts, and contoured faces.
In fact, an interview with Kim by Vogue in 2022 allegedly found 30 per cent of women visiting one plastic surgeon’s office in Beverly Hills asked to look like her.
In the same vein, D’Souza has claimed that the Enhanced Games will usher in the long-term transition from clean to ‘enhanced’ athletes.
Proud made no bones about his motivations to compete live on talkSPORT last weekTransitioning from clean to ‘enhanced’
“The spirit of sport as a concept was invented by Baron Pierre de Coubertin in 1896, the inventor of the modern Olympic Games,” D’Souza added to talkSPORT.
“From 1896 until 1992, the moral touchstone of Olympic sport was amateurism, that you had to be an amateur to compete at the Olympic Games.
“Now today, we have basically forgotten about amateur sport because professionals are a lot better.
“Professionals have longer careers, they have better performance, and athletes want to be professionals.
“I think the same transition is going to happen from amateur sport to professional, just like from natural to enhanced sport.
“Enhanced athletes are faster, they’re stronger, they’re going to have longer career longevity, and a better economic model.”
Proud is the first British athlete to sign up for the Enhanced GamesGettyWhat are the Enhanced Games?
The planned Olympic-style tournament will allow athletes to use performance-enhancing substances without taking drug tests.
Events taking place at the Games, which will take place in Las Vegas in May 2026, include swimming, weightlifting and track and field.
Organisers have confirmed that up to $500,000 in prize money will be on offer, with event winners also taking home $250,000.
Any competitor who breaks the world record in either the 100m sprint or 50m freestyle will claim an additional $1m bonus.
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