Kim Kardashian's public relations pal Jonathan Cheban was attacked with a flour bomb to the face by an alleged Kris Humphries supporter.
Cheban was reportedly in downtown Manhattan for an event at Kardashian's Dash store, when an unidentified suspect approached him in the street and covered him with flour.
The Command PR co-owner represents Kardashian, who is one of his most high profile clients.
After Kardashian's estranged husband Kris Humphries suggested Cheban was gay on TV, the former Spin Crowd star reportedly threatened to sue the NBA free agent for $5 million, according to TMZ.com.
A rep for Humphries spoke to the gossip website, and dismissed the idea that he had any involvement in the flour bombing.
“(Kris) would never condone hateful and unacceptable behavior like that to anyone, in any situation,” the rep for Humphries told TMZ.
After it was revealed that Cheban would likely proceed with his lawsuit against Humphries, Cheban allegedly began receiving death threats.
The threats resulted in Cheban increasing his security, which was not enough to prevent the recent attack.
Despite Humphries' rep denying his involvement, sources suggest the suspect screamed "this is For Humphries," according to entertainmentwise.com.
Cheban was said to be completely caught of guard by the random attack and has been left shaken.
While he acknowledged his appearance at the Dash store, there was no mention of the flour-bombing incident.
"Thank you to the almost 500 people that came out to see me @dashnyc yesterday for my JC for @RRocksNYC!! I will RT some of your pics later!" he tweeted.
Cheban previously starred in his reality show "The Spin Crowd", which was almost immediately cancelled due to poor ratings.
Kim Kardashian is said to be in Haiti attempting to save her tarnished image, while Humphries is said to be fine and moving on since she filed for divorce after just 72 days of marriage.