North West isn’t the only “nepo baby” making headlines in the Kardashian orbit.
Kim Kardashian’s son Saint West landed a spot in a new Nike campaign alongside his famous mother and a lineup of sports and entertainment stars, promoting the FIFA 2026 World Cup.
The 10-year-old, who is a big fan of soccer and has traveled to watch matches live, appeared in a campaign film titled Rip The Script (watch here). In the ad, Saint and Kim were first seen briefly arriving on set, which caused several athletes and celebrities to do a double take. Saint was dressed in soccer attire, while Kim wore sunglasses and a black dress, leaning into the “soccer mom” role. They also posed together for BTS photos from the campaign.
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Saint Models For Nike
The campaign is a major one, featuring football superstars such as Kylian Mbappé, Erling Haaland, Vinícius Júnior, Zlatan Ibrahimović, and Cristiano Ronaldo, all focused around the central soccer ball theme.
Celebrities also included Travis Scott, BLACKPINK’s LISA, Channing Tatum, LeBron James, and Central Cee, making Saint’s appearance part of a massive star-studded lineup.
A Nike vice president of brand management said Kim is often described as the “ultimate soccer mom,” adding that Saint wore the new Paris Saint-Germain x Awake kit in the film. He is reportedly a big fan of Paris Saint-Germain F.C., and the jersey reveal was built into the campaign to keep the connection to the sport authentic.
However, fans were divided over his appearance in the star-studded ad. On Reddit, one user said, “Damn nepotism is crazy with this family.” Another said, “What does Saint know about sports?” Another added, “I see why Nike’s stock is in the gutter…because why would they think people who buy Nike want to see Kim K.”
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Saint Tried To Set Kim Up With Athletes
Saint’s interest in sports reportedly runs so deep that he even thought about helping his mom’s dating life by steering her toward athletes.
Back in 2024, Kim appeared on The Tonight Show Starring Jimmy Fallon, where she said she wasn’t dating anyone at the time — much to the surprise (and disappointment) of her four children. “It’s so funny because my kids try to set me up. Like, they’re ready now but I’m not. They’re so particular. They come home and make lists,” she said.
The reality star added that Saint, in particular, is a huge sports fan and has suggested she should date either a basketball player or a soccer player. “I’m like, ‘If you only knew,’” she laughed.
The Skims mogul shares her children — North, Saint, Chicago, and Psalm — with her ex-husband Kanye West.
As for recent dating rumors, Kim has been dating Formula 1 driver Lewis Hamilton, but neither has publicly confirmed any relationship. The pair have traveled internationally together and she even attended his racing game this month with her sister Khloe Kardashian.
