Travis Scott is the kind of guy your girlfriend likes

Do you remember the meme “you vs the guy she tells you not to worry about”? Well, Travis Scott has officially become that guy—the high school bully, the bad boy who ends up in handcuffs for committing petty crimes — shoplifting, bar fights. Semi-ironically, Travis Scott perfectly embodies the archetype of the modern-day toxic guy — he has every toxic trait, from being passionate about football to showing rage against the authorities. You know he's that type of guy. And every girl would love it. But Travis Scott’s story can’t be summed up in just a few lines: it needs to be analyzed chapter by chapter, including those that haven’t been written yet. And most of his chapters — aside from a few truly unpleasant and even grotesque episodes, like getting arrested in Florida while wearing a Juventus jersey with Antonio Chimenti’s name on the back — are the kind of stories many people dream of living.

Even though he’s been less present in the music scene lately, the Houston rapper has still managed to establish himself as a role model, taking a leading role in sports, sportswear, and even sports entertainment — especially if we consider the rising appeal of wrestling. And his role in this vast ecosystem also reflects the evolution of the sports world itself. 

Everyone Wants to Be Travis

Just turn on the TV, go on Netflix, or log on TikTok, and you’ll hear 4x4, the new theme song for the WWE Raw main event, by Travis Scott himself. It hasn’t even been that long since he joined in on John Cena’s heel turn, sharing the ring with The Rock and an aching Cody Rhodes. But it doesn’t stop there. Travis Scott lives out the modern version of the high school golden boy: the football team’s quarterback, the guy in teen dramas who walks down the halls in his varsity jacket, shaking hands only with the other cool kids — or at least the ones worthy of his attention. He’s the kind of guy who can afford to only invite the ultra-cool crowd to his house parties. Just like he did in November 2024, when he invited none other than Edgar Davids to his street football tournament, Secreto Maximus, held at the Cactus Colosseum during ComplexCon — yep, the same event where the reissue of the Total90 III boots made their first reappearance.

And finally, Travis Scott stole the spot that seemed to be reserved for Taylor Swift on Barcelona’s jersey. For weeks, speculation swirled about which music artist’s logo — thanks to the partnership between Spotify and the Catalan club — would appear on the team’s kit for El Clásico against Real Madrid. Everything pointed to Taylor Swift, but in the end, it will be Travis’s logo on the shirt in the most important match of the year. This move cements his growing presence in the sports world. Until recently, his involvement in football was mostly about merchandise, with football acting as a reference — from bootleg capsule collections inspired by famous football kit templates to golf-ready Jordan 1 Lows. Now, everything’s changed. From the WWE Raw theme song, to Edgar Davids attending his Secreto Maximus tournament at ComplexCon, to the logo on Barça’s jersey, Travis continues to push the boundaries. And that’s not all: according to several reliable sources in the leak community, a Travis Scott x Nike Mercurial is also on the way. With the World Cup coming in 2026 to the U.S., Mexico, and Canada, there’s no telling how far Travis Scott’s influence might reach in football — and in the world of sports more broadly.

Sell, sell and sell

But beyond the several releases, there’s something deeper behind Travis Scott’s growing relevance: the sports world still clings to figures who embody every cliché of masculinity — and that includes rappers like Travis. The latest example — with Travis overtaking Taylor Swift — may not have been an intentional move by La Flame, but it’s still loaded with meaning. It brings together multiple industries, not just music and sports. Even the most-streamed female artist in the world, who has over 15 million more monthly Spotify listeners than Travis, couldn’t break through. Why? Because what Travis represents aligns perfectly with a sports universe still driven by male and masculine codes. Travis Scott’s impact is both a symbol and a barometer of a sports world trying to pivot, to attract a renewed audience and rewrite its identity — yet still tethered to those who drive purchases. And Travis is the perfect example: Netflix subscriptions tied to WWE, merch, cleats, limited-edition kits — the works. 

And it’s hard to ignore that, over the next year, this pattern will only intensify. Once again, the upcoming World Cup in the U.S. will turn football jerseys into pure merchandise. The keyword? Sell. In a month where every match will feel like a Super Bowl, football jerseys could easily become the new New York Yankees snapbacks. And to make that happen, the industry will need everyone’s commercial pull — including Travis Scott, who seems to be built for making people open their wallets.