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Turning a Curse Into Cash: Kendall Jenner's Brilliant PR Move
Kendall Jenner has just pulled off one of the smartest celebrity marketing stunts in years. Instead of fighting the internet's favourite conspiracy theory—the "Kardashian Curse" that claims athletes she dates suffer performance slumps—she's turned it into a money-maker.
Her new Fanatics Sportsbook campaign leans fully into the joke. The advert shows Jenner in a mansion supposedly funded by betting against her own ex-partners, complete with crossed-out NBA team logos. It's cheeky, self-aware, and makes the whole curse narrative look ridiculous through humour rather than denial.
The genius part? She's made it interactive. By publicly backing the New England Patriots for the Super Bowl, Jenner has invited everyone to bet against her and test the curse themselves. This strategy achieves three things: it converts years of online mockery into a lucrative deal, drives massive traffic to the betting app, and reinforces her individual brand identity (the ad's punchline: "That's not even my last name").
Whether the Patriots win or lose, Jenner's already won. She's proven that the best way to kill a negative narrative isn't to fight it—it's to own it, polish it up, and sell it back to the public. She hasn't just neutralised a damaging meme; she's turned it into her brand asset. That's the real masterclass.