Kim Kardashian Set to Become Ultimate ‘WAG’ as F1 Season Kicks Off
Kim Kardashian is no stranger to being a WAG. In fact, she has been in relationships with a few athletes in the past, including two NFL stars. She was also married to former NBA player Kris Humphries. Now, given her romance with Formula One‘s Lewis Hamilton, many are wondering if we’ll see the SKIMS founder in the paddock this season.
Here’s what an expert says Kardashian joining Lewis when he returns to the pits will do for her brand.
Kayley Cornelius is a celebrity PR specialist and brand strategist, known for her expertise in media, pop culture, and influencer culture. She specializes in crisis PR, traditional PR, celebrity branding, and brand reputation, advising on reputation management and public perception. Cornelius’ commentary and analysis on celebrity branding, reality TV stars, influencers, and high-profile relationships have been featured in the New York Post, Elle, the Daily Mail, the BBC, and more.
Speaking on behalf of OLBG, Cornelius told Showbiz Cheat Sheet, “As the next F1 season gears up to start, there has been growing speculation around whether Kim Kardashian could make an appearance at a Formula 1 race this year. From a brand and publicity standpoint, it would make a lot of sense. Kim is incredibly strategic about where she is seen publicly, particularly at major global events, and the F1 has become one of the most commercially powerful sporting platforms in the world, attracting celebrities, luxury brands, and massive international audiences. So it’s the perfect stage for someone of her influence.
“If she does attend, it would almost certainly be a carefully considered move that positions her firmly within the world of elite sport and luxury lifestyle. Motorsport is currently experiencing a major cultural shift, with a rapidly growing female fanbase alongside a strong male audience, and that crossover is exactly the type of demographic growth that brands like Skims look to tap into. Kim has always been a businesswoman first, above everything else, so I can’t imagine she will want to miss an opportunity to bring Skims into such a high-profile arena.”
The expert added that Kim doesn’t need any help with her brand at the moment but being visible at F1 events will only benefit her more, explaining, “Her brand has already proven it can successfully cross into sportswear through collaborations with major global names like Nike and The North Face, making Formula 1 a natural next platform. The potential for crossover is huge, allowing her to reach new audiences while further cementing SKIMS’ presence in the luxury sports and lifestyle space.
“As for whether it would impact Lewis Hamilton’s season, celebrity appearances rarely influence performance on track. Although with that said, they can elevate the cultural conversation around the sport, and if Kim was spotted supporting Lewis trackside, it would undoubtedly be a huge viral moment globally across press and social media.”
Cornelius concluded, “However, where Kim’s influence could have a more lasting effect is in shaping Lewis’s own brand this season. I’m expecting him to take a more editorial approach to press appearances, leaning further into the fashion and lifestyle side of his persona, which could attract an entirely new wave of supporters and followers that Kim could also help bring in.
“Given the context of everything and his existing relationships with luxury and sportswear brands, it wouldn’t be surprising if he became the next face of SKIMS. Not only would this be a very natural and powerful crossover for the couple, but from a branding perspective, it taps into everything they love and is the perfect crossover between sport and style!”
