In an exciting turn of events within the world of sports marketing, ten-year-old Saint West has made his modelling debut in an innovative new Nike advertisement. The ad, titled “Rip the Script,” coincides with the anticipation surrounding the 2026 FIFA World Cup and features prominent soccer players alongside Saint’s mother, Kim Kardashian.
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The ad was officially launched by Nike on June 5, showcasing an energetic behind-the-scenes look at the making of a chaotic promotional video. Saint, who is the son of Kardashian and rapper Kanye West, is able to share the spotlight with some of the game’s biggest names, such as Kylian Mbappé, Cole Palmer, Erling Haaland, and Vinicius Junior.
The narrative begins with the intriguing statement, “2026 Is The Summer Of Dreams,” but quickly shifts into an unexpected scenario. As the director struggles to keep control amidst the chaos, Kardashian and her soccer-loving son arrive on the set. A voice is heard exclaiming, “Kim’s here,” at which point the professional footballers initiate an impromptu match, transforming the ad shoot into a lively game that disrupts the workflow of other celebrities, including LeBron James, Cristiano Ronaldo, Travis Scott, and BLACKPINK’s Lisa.
Kim Kardashian has actively documented the experience, sharing glimpses of the set on her Instagram account. Her posts highlight heartwarming moments with her son, featuring candid shots of Saint displaying his burgeoning soccer skills. Among these was a Polaroid photo series from the campaign, which included a playful picture of Kardashian standing next to a license plate reading “SCCR-MOM,” signifying her support for her son’s passion.
For Saint, this modelling role not only reflects his familial connections but also embodies his enthusiasm for soccer. His introduction to the sport has been nurtured by his mother, who has taken him to various matches and events. Earlier this year, Kardashian took Saint and his friends to witness Arsenal F.C.’s match against Sporting Lisbon in London, further igniting his love for the game.
In a later outing, Saint attended Lionel Messi’s first game at DRV PNK Stadium in Florida, where he had the unique opportunity to meet the legendary player, as well as other soccer icons such as Neymar Jr., David Beckham, and Cristiano Ronaldo. Kardashian later shared a clip on her Instagram Stories showcasing the joy on Saint’s face during these encounters, describing it as the “best day of their entire lives.”
Reflecting on this excitement, Kardashian expressed her commitment to supporting Saint’s interests, stating, “I will do anything for my babies.” Her efforts to immerse her son in the sport highlight her dedication as a parent. As Saint embarks on his modelling journey with Nike, the young boy continues to see his dreams come to fruition in an environment filled with his sporting idols.
The “Rip the Script” campaign marks an intriguing blend of entertainment and sports, as it features not only soccer stars but also celebrities such as Channing Tatum and comedian Jason Sudeikis. This unique combination aims to engage a broad audience, harnessing the star power of both the sports and entertainment worlds in anticipation of one of football’s most prestigious events.
Saint West’s foray into modelling, alongside high-profile athletes and celebrities, suggests promising prospects for his future. As he grows, it will be interesting to see how his career develops and whether his passion for soccer propels him beyond the confines of a commercial.