Kim Kardashian and her 10‑year‑old son Saint were featured in Nike’s latest World Cup‑themed commercial, "Rip The Script," which debuted ahead of the tournament that kicks off on June 11. The ad places the mother‑son duo next to sports icons LeBron James,Cristiano Ronaldo and a host of other celebrities, highlighting Saint’s passion for soccer.

Saint’s PSG kit debut ties Nike to Paris Saint‑Germain partnership

In the film, Saint wears the new Paris Saint‑Germain x Awake jersey, marking the official launch of the kit within the commercial . Helena Thornton, Nike’s vice‑president of brand management, told Footwear News that the brand wanted “authentic connections to the sport,” noting Saint’s genuine enthusiasm for PSG.. This product placement aligns Nike’s World Cup push with its European club collaborations, a strategy that could boost sales of the limited‑edition jersey.

Celebrity cameos blend pop culture with football hype

The 30‑second spot also features Blackpink’s Lisa, rapper Travis Scott,actor Jason Sudeikis as Ted Lasso, and striker Erling Haaland, creating a cross‑genre appeal that reaches both sports fans and music‑fashion followers. According to the source, the behind‑the‑scenes footage shows a chaotic set where Saint asks his mother, “Mom, can we leave?” before the director finally calls for a two‑minute break.

Nike’s timing leverages World Cup venues across the United States

Nike released the ad as the 2026 World Cup prepares to stage matches in U.S. cities such as Inglewood, Boston, Seattle and New Jersey’s MetLife Stadium . By showcasing a family‑friendly soccer narrative, the brand hopes to capture the attention of American viewers who may be new to the sport. The source notes that the campaign’s release precedes the tournament’s opening match in Mexico City, positioning Nike at the forefront of the event’s media buzz.

Unverified claims about Saint’s future in professional soccer

While the commercial emphasizes Saint’s love for the game, no official statements confirm whether he intends to pursue soccer professionally. The source mentions his past attendance at MLS matches with his mother, including a 2023 viewing of Lionel Messi, but stops short of detailing any formal training or club affiliation.

What Nike gains from pairing a reality‑TV star with elite athletes

By pairing Kardashian’s global brand with established athletes, Nike taps into a massive, diversified audience. The source reports that the ad’s humor and celebrity mix are designed to generate viral social‑media moments, a tactic that aligns with Nike’s recent emphasis on cultural relevance over pure performance marketing.

According to the source, the campaign’s behind‑the‑scenes clips were shared on Kim Kardashian’s Instagram, where she posted a polaroid holding a license plate that read “SCCR‑MOM.” The post generated thousands of comments, underscoring the reach of the Kardashian brand in amplifying Nike’s World Cup narrative.