How Kim Kardashian Is Redefining ‘WAG’ Rules Amid Romance With Lewis Hamilton and Turning the Traditional Dynamic on Its Head

Kim Kardashian is a bit of a rule breaker, so it’s no surprise that the reality star and mother of four goes against the norm and is redefining the WAG role as her relationship with Formula 1 driver Lewis Hamilton continues.

An expert explains that unlike the traditional expectations placed on sporting partners, Kardashian doesn’t need to build her identity around her beau’s career, and could instead set a new precedent for women in high-profile relationships.

Kayley Cornelius is a celebrity PR specialist and brand strategist. She specializes in crisis PR, traditional PR, celebrity branding, and brand reputation, advising on reputation management and public perception. Cornelius’ commentary and analysis on reality TV stars, influencers, and high-profile relationships have been featured in the New York Post, Elle, the BBC, and more.

Speaking on behalf of Covers, Cornelius told Showbiz Cheat Sheet, “Kim is in a really unique position because she doesn’t need Lewis to introduce her to the world. She’s already one of the most recognisable women on the planet, with a business empire, a huge audience and a career that she’s spent years building.

“That changes the traditional WAG dynamic quite significantly. Historically, a lot of the attention around a sportsperson’s partner has focused on what they’re wearing, where they’re sitting in the stands and how they’re supporting their other half. Kim can absolutely enjoy that side of things, but she’s also bringing just as much of her own influence and commercial power to the table.”

Cornelius continued, “She’s not entering Lewis’s world as someone who needs to establish herself. She’s already established, and I think that gives her much more freedom to decide how involved she wants to be in his career and public life without it becoming her entire identity.

“From a publicity perspective, I think the key will be allowing their relationship to exist alongside their individual careers, rather than turning it into one big joint brand. Lewis has his own identity in sport, fashion and activism, while Kim has SKIMS and her wider business interests. They don’t always need to merge everything to make the relationship interesting.”

“I also think Kim could help change the expectations placed on women in these relationships,” the PR expert opined. “There’s often an assumption that a woman will naturally become part of her partner’s world, sometimes putting her own career on the back burner to support theirs. But Kim has the profile to do things on her own terms. She can attend a Grand Prix to support Lewis, and enjoy the experience without having to make herself the story every time.”

Cornelius concluded, “That’s what could make her such an interesting modern WAG. She’s able to be a supportive partner without sacrificing her own identity, and she has the influence to make that approach feel just as relevant as the traditional model.

“Especially in the modern day, where social media gives people the opportunity to build their own audiences and turn their online profiles into successful careers, I think we’re going to see a real rise in WAG-owned businesses as more women are building their own personal brands and commercial opportunities. Kim Kardashian is already a prime example of how successful that can be, and I think she’ll be at the forefront of this shift, showing that you can build your own  success while still being part of a high-profile relationship.”