Kim Kardashian and Kylie Jenner Laugh Off the Internet’s Famous “Kardashian Curse”

07 February 2026

For years the phrase “Kardashian curse” has floated through celebrity gossip circles and online discussions, suggesting that athletes who date members of the Kardashian Jenner family somehow see their careers decline afterward. The idea has been repeated so often that it has become a pop culture joke. Recently, however, Kim Kardashian and Kylie Jenner decided to address the rumor head on, responding with humor and confidence after their sister Kendall Jenner leaned into the idea in a viral Super Bowl advertisement.

The conversation began when Kendall appeared in a playful commercial for Fanatics Sportsbook ahead of the Super Bowl. In the ad, the model jokingly acknowledged the long running rumor that athletes who date her experience a sudden slump in performance. Rather than ignoring the claim, she embraced the narrative in a tongue in cheek way. At one point she joked that any basketball player who becomes involved with her tends to hit a rough patch, transforming the rumor into the centerpiece of the commercial’s humor.

The ad was designed with exaggerated visuals and theatrical storytelling. Kendall appears in a luxurious mansion surrounded by framed portraits of former boyfriends whose faces have been humorously removed. She strolls through the setting while making playful remarks about how several former partners struggled professionally after dating her. Jerseys are tossed aside and symbols of athletic success appear scattered throughout the scene, all part of the ad’s comedic take on the supposed curse.

Instead of distancing themselves from the joke, Kim and Kylie joined the conversation online. Kim took to Instagram Stories and shared a screenshot of a sports bet she had placed through the Fanatics platform. The wager was a tiny 69 cent bet on the Seattle Seahawks to win the Super Bowl, but the potential payout was enormous. In a caption she joked that the bet was her way of proving the infamous curse was not real. If her team won, she suggested, the narrative would finally be disproven.

Kylie quickly followed her sister’s lead. Posting on Instagram, the beauty mogul revealed that she had placed the same bet after seeing Kim’s post. She joked that she had copied her older sister’s move, teasing the kind of sibling rivalry that has long been part of the family’s public dynamic. The playful exchange showed how easily the sisters can transform internet rumors into entertaining moments for their millions of followers.

The idea of the Kardashian curse has circulated for more than a decade. It originally gained attention through discussions about professional athletes who dated members of the family, including Kendall’s relationships with several NBA players such as Devin Booker, Ben Simmons, Blake Griffin and Jordan Clarkson. When any of those athletes experienced injuries, team changes or declines in performance, critics online were quick to connect the events to the supposed curse.

Of course, many observers see the theory as nothing more than a running joke fueled by internet culture. Professional sports careers often rise and fall due to factors like injuries, trades, coaching changes or simple shifts in performance. Yet because the Kardashian Jenner family has such enormous visibility, even unrelated events can quickly become part of the narrative surrounding their relationships.

What makes the recent exchange notable is the way the sisters handled the rumor. Rather than pushing back defensively, they leaned into the joke and turned it into a moment of entertainment. That approach reflects the broader strategy that has helped the family remain influential for so long. They understand the mechanics of internet culture and frequently respond to criticism or speculation with humor rather than confrontation.

For Kim and Kylie, the playful betting posts also served as a reminder that their public image often blends business, entertainment and personal life. Both sisters have built massive brands in fashion, beauty and media, while maintaining a strong presence on social platforms where millions of followers watch their every move.

In the end, the supposed curse may never fully disappear from pop culture conversations. Yet the way the Kardashian Jenner family addressed it shows how easily a rumor can be turned into a marketing moment or a viral joke. By embracing the narrative instead of resisting it, Kim and Kylie demonstrated once again that in the world of celebrity culture, even criticism can become an opportunity for humor and engagement.