If there is one thing the Kardashian-Jenner clan knows how to do, it is monetizing the narrative. In a move that has the internet buzzing ahead of Super Bowl LX, supermodel Kendall Jenner has officially leaned into the infamous "Kardashian Curse" meme for her new Fanatics Super Bowl commercial. But the real touchdown didn't happen on TV—it happened in the Instagram comments section, where her ex-boyfriend, NBA superstar Devin Booker, decided to enter the chat with a roast that quickly turned into a flirty, viral showdown.
Kendall Jenner Bets on the 'Curse' in New Fanatics Ad
For years, sports fans have jokingly conspired that any NBA player who dates a Kardashian or Jenner sister is destined for a career slump—a phenomenon dubbed the "Kardashian Curse." Instead of ignoring the noise, Jenner’s new spot for Fanatics Sportsbook embraces it with hilarious self-awareness.
In the commercial, which dropped earlier this week, Jenner is seen living a lavish lifestyle funded not by modeling, but by betting against her exes. "Haven't you heard? The internet says I'm cursed," she quips while sipping tea on a mansion balcony. "Any basketball player who dates me kind of hits a... rough patch."
She ruthlessly breaks down the economics of the curse, thanking "Boyfriend 1" for her swimming pool because he missed the playoffs, and "Boyfriend 2" for her vintage car because he "flopped right out of the league." The tagline? "While the world's been talking about it, I've been betting on it." It is a masterclass in controlling the narrative, but the drama didn't stay scripted for long.
Devin Booker and Kendall Jenner’s Instagram Showdown
The situation escalated on January 29 when Fanatics posted a promotional clip of Jenner picking the New England Patriots to defeat the Seattle Seahawks in the upcoming Super Bowl 2026. Booker, who dated Jenner on-and-off from 2020 to 2022, took the opportunity to slide into the comments with a public heckle.
Referring to the fact that Jenner is the only Kardashian-Jenner sister without a marriage or engagement ring history, the Phoenix Suns guard commented: "I bet a million the Seahawks get that ring before you do @kendalljenner 🤗"
The shade was palpable, but Jenner wasn't about to let her ex get the last laugh. She immediately hit back at his professional vulnerability, replying: "🙄 how's the ankle?"
The Clapback That Shook the NBA
Jenner's retort was a direct hit. Booker is currently sidelined from the Phoenix Suns after suffering a right ankle sprain during a game against the Atlanta Hawks on January 23. The injury has kept him off the court for at least a week, making her comment a stinging reminder of his own "rough patch."
However, Booker managed to flip the script one last time. Ignoring the burn, he replied with a bold, flirty instruction that sent fans into a frenzy: "Come rub it."
Fanatics Super Bowl Commercial Capitalizes on Reality TV Drama
This viral exchange has inadvertently become the best marketing Fanatics could have hoped for. The Kendall Jenner Super Bowl ad 2026 was already trending for its meta-humor, but the unscripted interaction with Booker has amplified the reach ten-fold. It blurs the lines between advertising and reality—a sweet spot for modern celebrity news.
The ad also features Jenner FaceTiming NFL legend Tom Brady for betting advice, further cementing its status as a high-budget Super Bowl LX campaign. By pivoting the "Kardashian Curse" from a derogatory sports myth into a strategy for financial gain, Jenner reclaims agency over her dating history, which includes high-profile relationships with NBA stars like Ben Simmons and Blake Griffin.
Kardashian Family News Today: Is the Spark Still There?
Naturally, the Devin Booker Kendall Jenner Instagram exchange has reignited rumors about the status of their relationship. While the two officially split in late 2022 citing busy schedules, sources have frequently spotted them together in the years since. The comfort level required to publicly roast each other about marriage rings and physical injuries suggests a friendship—or situationship—that is far from cold.
As Super Bowl LX approaches on February 8, all eyes will be on whether Jenner's bet on the Patriots pays off. If the Seahawks win, Booker might just come collecting that hypothetical million. But for now, Jenner has won the war of words, proving that even if the "curse" is real, she knows exactly how to cash in on it.
