Overview
- Nike released the short film Rip The Script on June 4, confirming 10-year-old Saint West's first commercial fashion and acting appearance alongside his mother Kim Kardashian.
- Helena Thornton, Nike vice president of brand management, said Saint wears the new Paris Saint‑Germain x Awake kit in the film and described his real-life PSG fandom as part of the spot's authenticity.
- The campaign mixes high-profile athletes and entertainers, with on-screen appearances from LeBron James, Cristiano Ronaldo, Jason Sudeikis as Ted Lasso, Blackpink's Lisa, Travis Scott and Erling Haaland.
- Kardashian posted behind-the-scenes Polaroids from the shoot, including an image captioned “SOCCER SAINT,” showing Saint in a jersey and cleats and underscoring the family’s public soccer ties.
- Nike positions the release as part of its broader World Cup build-up ahead of the tournament's June 11 kickoff, using celebrity casting and a product launch to boost cultural reach and PSG merchandise visibility.