Debuting Fanatics Sportsbook’s first ever Super Bowl campaign, Bet on Kendall places Kendall Jenner in a setting far removed from stadium noise. This is not a sportswear spectacle. There are no crowds, no jerseys, no flashing scoreboards. Instead, the campaign takes a more measured route, using fashion as the visual driver rather than athletic bravado.
Fanatics Sportsbook / OBB / Sophie Sahara
Shot against the stillness of a private jet tarmac, the imagery taps into the fantasy of mid century jet set travel. Think Slim Aarons in Palm Springs. Continental departures caught in warm light. Women who dressed with purpose because every arrival counted.
Kendall wears a current Tom Ford cutout shoulder drape dress, but it is the accessories that carry the narrative. A softly tied headscarf frames the look with a cinematic air, while Gucci luggage anchors the scene in luxury travel codes. The cases, sourced alongside RealList Archive pieces, reference an era when style and status were inseparable from the act of moving through the world. Mega Jewelry earrings add a final note.
The fashion story mirrors the campaign’s conceptual hook. Produced by Fanatics Studios in collaboration with OBB Media, with Bolded as the creative studio, Bet on Kendall leans into one of pop culture’s most persistent internet myths, the so called Kardashian Kurse. Rather than dismissing the speculation around her past relationships with basketball players, Kendall meets it head on, acknowledging the narrative with dry humour and redirecting it on her own terms.
Here, the jet, the dress and the luggage operate as visual shorthand. Distance from the noise. Control of the frame. The mood is one of composed detachment. A woman fully aware of the stories written about her, choosing precisely how and when to engage.
Stylist: Dani Michelle.