Saint West is stepping into the spotlight with his first major advertising campaign. The 10-year-old son of Kim Kardashian and Kanye West features in Nike's latest FIFA World Cup 2026 promotional campaign, sharing the screen with global sports and entertainment stars including Cristiano Ronaldo , LeBron James , and Travis Scott .
Released on June 4 as part of Nike's buildup to the 2026 FIFA World Cup, the campaign includes a series of promotional images and a six-minute short film titled Rip the Script. The project brings together an eclectic mix of athletes, musicians, actors, and celebrities from around the world in a celebration of soccer and creativity.
Saint appears alongside his mother in several scenes throughout the campaign. In one of the film's most memorable moments, he delivers one of the closing lines, asking, 'Mom, can we leave?'
A separate campaign video shows Kardashian and Saint arriving on the set of a soccer commercial, where their entrance immediately captures attention. As they walk through the production, people can be heard whispering, 'Kim's here.'
Kardashian later gave fans a glimpse behind the scenes by sharing a photo from the production on social media. The image showed her sitting beside Saint in folding chairs and was accompanied by the caption, 'SOCCER SAINT.'
While Saint has often been seen alongside his family at high-profile events and major sporting matches, the Nike campaign marks his first significant modeling and acting role for a global brand. Unlike his sisters, North and Chicago, he has not previously appeared in campaigns for Kardashian's Skims label, making this project a notable milestone in his first steps into the public spotlight.
The campaign arrives as Nike intensifies its marketing efforts ahead of the 2026 FIFA World Cup, which will be hosted by the United States, Mexico and Canada.
While Saint West's debut has generated attention, Nike's campaign has also become a talking point for its extensive cast of athletes and celebrities.
The film follows a fictional production that spirals into chaos as football stars repeatedly break away from the script. Throughout the six-minute feature, viewers see appearances from Cristiano Ronaldo, Kylian Mbappé, Erling Haaland, Ronaldinho, Zlatan Ibrahimović, and Vinícius Júnior.
Basketball superstar LeBron James also appears, expanding the campaign's reach beyond football. The celebrity lineup extends further with appearances from Kim Kardashian, Travis Scott, Blackpink member Lisa, Channing Tatum and actor Jason Sudeikis, who briefly reprises his role as Ted Lasso.
One sequence that quickly drew attention features Tatum dressed as an Erling Haaland lookalike, complete with the Norwegian striker's signature blond hairstyle.
Nike also released a collection of Polaroid-style promotional images featuring campaign participants. Kardashian appears in one photograph holding a 'Soccer-Mom' license plate, while other featured ambassadors include Serena Williams, Drake, and Scott.
The campaign serves as one of Nike's largest promotional efforts tied to the 2026 FIFA World Cup and blends football, entertainment and celebrity culture as anticipation builds for the tournament scheduled to begin next year.
(23 Articles Published)