The Kardashian-Jenners aren't strangers to relying on their celebrity pals to promote their various commercial brands.
Remember when the cast of the Real Housewives of Beverly Hills famously advertised Kendall Jenner's popular tequila brand 818 on their show? Or when Christina Aguilera donned Kylie Jenner's Mary Jo K lipstick brand on an Instagram shoot?
Well, this week, the reality royal family have acquired the assistance of a big-name star from across the pond, with Kim Kardashian having signed British footballer Jude Bellingham to promote the new menswear range of her SKIMS line.
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The somewhat unexpected collaboration was announced using the shape-wear brand's official Instagram yesterday, upon which several snaps of the England midfielder posing in pair of briefs have been shared.
"@judebellingham for SKIMS. Ahead of the Euros, the record-breaking England player sports our Mens underwear," the snap was captioned.
And let's just say, fans have been left delighted by the news...
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"Does jude come with the product?" one jokingly asked, as another went on to gush: "Oh Kimberly you genius"
Apparently, however, 20-year-old Real Madrid star Jude's association with the US on-screen sensations goes way back.
That's because it turns out that, prior to his collaboration with second-eldest Kardashian sister Kim, he actually had some pretty interesting thoughts on the second youngest of the brood, supermodel Kendall.
In fact, since his SKIMS news broke yesterday, footage of the sportsman declaring that the 28-year-old beauty is his ultimate 'celebrity crush' has been doing the rounds on social media, leading fans to wonder whether there's more than meets the eye.
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Asked which star he'd love the chance to take out and wine and dine, the iconic video sees the footballer pondering for a few seconds, before finally deciding on Victoria's Secret front-woman Kendall.
"Ah, I'm 50/50 about what you said there... Kendall Jenner," he smirks.
Sadly for the West Midlands-born sportsman, however, his reality star crush has been in a relationship with Puerto Rican musician Bad Bunny since February 2023 - despite the break-up rumours which seemingly plague their romance.
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This hasn't stopped fans of the footie favourite speculating about what may come, though.
Taking to social media following the SKIMS campaign announcement, one tweeted: "he’s tryna bag kendall jenner IT WONT WORK GIVE IT UP @BellinghamJude"
"Jude bellingham becoming the face of skims men knowing that his celeb crush is kendall jenner OMG," another wrote online.
"Jude Bellingham working with skims, soon dating Kendall Jenner," a third predicted.
Topics: Sport, Celebrity, Keeping Up With The Kardashians, Kim Kardashian, Kendall Jenner
Rhianna Benson