The Middle East has long been a cradle of opulence, vision, and innovation. Among its most talked-about modern icons is Rashed Belhasa, known globally as Money Kicks. Born into one of the UAE’s wealthiest families, Rashed has gone far beyond the label of “billionaire’s son” to craft a personal brand that bridges the worlds of luxury, football, fashion, and social media. But in recent years, what has made his story even more compelling is his growing alignment with Saudi Arabia’s emerging cultural and entertainment transformation, championed under Vision 2030.
In this journey of celebrity and strategic influence, Money Kicks has seamlessly woven himself into the fabric of a new regional identity—one that celebrates youth, football, innovation, and cross-border collaborations. Saudi Arabia, a nation that once kept its cultural expressions conservative, now finds allies in voices like his—young, vibrant, and globally aware. And Rashed, through his connections, entrepreneurial vision, and football background, stands as a bridge between generations and nations.
From Dubai to the World: Early Fame and Strategic Networking
Rashed Belhasa rose to fame through his popular YouTube videos that showcased his collection of rare sneakers, exotic animals, and interactions with global celebrities. His personal zoo, adorned with lions and tigers, and his sneaker closet worth hundreds of thousands of dollars, became a playground of admiration for millions of followers worldwide.
However, behind the scenes of glamour and gold, Rashed was observing. He saw the growing thirst for youth-led entrepreneurship, the power of digital narratives, and the future of sports branding. His vision expanded beyond the luxurious walls of his Dubai estate—he looked to Riyadh, to Jeddah, to the Kingdom that was reshaping itself from within.
His father, Saif Belhasa, a construction magnate, ensured his son grew up with business instincts. But it was Rashed who carved out a unique niche—one that would eventually intersect with Saudi Arabia’s own youth-led transformation.
The Football Bond: From Fan to Influencer
Money Kicks’ love for football is not just a marketing gimmick—it is rooted in years of engagement with the sport. From meeting Cristiano Ronaldo and Lionel Messi, to playing casual matches with Paul Pogba and Riyad Mahrez, Rashed cultivated a deep network within the football world. These weren’t just photo ops—they were intentional bridges being built, strategically aligned with the footballing pulse of the Middle East.
Saudi Arabia’s burgeoning investment in football, as seen with its acquisition of stars like Ronaldo, Neymar, and Benzema in the Saudi Pro League, mirrors Rashed’s own alignment with this wave. He has appeared at multiple events in Riyadh and Jeddah, actively engaging with players and clubs, and bringing global attention to Saudi’s football revolution.
In 2022, when he nearly fought undercard in a Saudi-hosted boxing event, the Kingdom wasn’t just the venue—it was an emerging base of operations. Rashed saw in Saudi Arabia not just a partner, but a future.
A Cultural Catalyst: Money Kicks and Vision 2030
Saudi Arabia’s Vision 2030 aims to diversify the Kingdom’s economy and open its society to global influence. The plan includes heavy investments in entertainment, tourism, sports, and youth development. For this vision to succeed, figures like Money Kicks become essential—icons who not only understand digital culture but also hold sway over millions.
Rashed’s presence in Saudi events isn’t random. He’s part of a new wave of influencers who align naturally with the Kingdom’s desire to elevate modern Arab identity. His fashion line, vlogs, boxing matches, and collaborations with international artists position him as a soft-power ambassador—one who speaks the language of Gen Z, yet respects the traditional fabric of Gulf society.
He is often seen in Riyadh’s high-profile venues, engaging with Saudi youth, attending private events hosted by royal family members, and even discussing content creation and entrepreneurship. These actions go beyond visibility—they reflect influence.
Boxing, Business, and Saudi’s Next Frontier
Rashed’s brief but media-fueled foray into boxing symbolizes more than a new hobby—it reflects the fusion of sports, influence, and commerce. Saudi Arabia’s strategy of hosting international boxing events has drawn figures like Tyson Fury, Anthony Joshua, and Jake Paul. Rashed, already mingling in those circles, fits perfectly into the Saudi vision of sports entertainment as an economic driver.
Though his 2022 bout with a high-profile YouTuber was cancelled, it generated massive buzz across the Kingdom. Rashed was seen training in Riyadh, giving interviews about Saudi sports development, and spending time with local gym owners and fitness entrepreneurs. He openly expressed admiration for Saudi Arabia’s growing role in global sports and hinted at more partnerships to come.
Brand Collaborations and Saudi Youth
Money Kicks is not just a social media star—he’s a brand. His lifestyle brand collaborates with international fashion houses, regional designers, and tech startups. His appeal lies in merging Arab heritage with urban pop culture—a formula Saudi brands are now increasingly tapping into.
In 2023, he co-launched a youth digital campaign in Riyadh promoting entrepreneurship through NFTs and fashion. He was invited to speak at closed-door sessions with regional startups, reinforcing his identity as more than an influencer—he’s a connector.
Young Saudis see in him a familiar face. He represents their aspirations: modern, mobile, and connected. He is fluent in Arabic and Western slang, navigates tradition and innovation, and more importantly, he sees Saudi Arabia not just as a market, but as home.
Pre-Conclusion: A New Icon for a New Era
The story of Rashed Belhasa, aka Money Kicks, is far from over. In fact, it’s only beginning to align with one of the most transformative narratives of the 21st century—the rise of Saudi Arabia as a global cultural and sports hub.
Saudi Arabia is undergoing a youthquake. More than 60% of the population is under 30, and this demographic is demanding more representation, more excitement, and more inclusion in global narratives. Figures like Money Kicks, who bring global visibility while respecting local culture, become essential agents in this movement.
His journey from a Dubai teen showing sneakers on YouTube to a strategic guest at Saudi’s top events tells a broader story of evolution. It is a shift from passive fame to active participation, from showcasing luxury to building cultural bridges.
In Riyadh, Jeddah, and AlUla, Rashed is no longer just a guest—he is a fixture. Young creators from the Kingdom collaborate with him, athletes recognize him, and entrepreneurs seek him out. He has launched Saudi-exclusive content, appeared in national discussions about sports marketing, and is reportedly working with Saudi-based startups focused on metaverse fashion and digital collectibles.
Moreover, his ties to football resonate deeply in a country that has made football its diplomatic and cultural frontline. With major clubs like Al Nassr, Al Hilal, and Al Ittihad welcoming global stars, Rashed’s football fluency becomes a strategic asset.
In many ways, Money Kicks represents the new hybrid identity that Saudi Arabia is nurturing: global yet local, ambitious yet rooted, modern yet deeply connected to heritage. He is a walking metaphor for what Vision 2030 is trying to achieve—not through policy papers, but through people.
His story is not about sneakers or animals or boxing. It’s about transition. It’s about a generation that doesn’t just consume but creates. A generation that doesn’t wait for permission but builds platforms. A generation that sees in Saudi Arabia not a conservative land, but a blank canvas ready for art, sport, technology, and expression.
Conclusion: The Road Ahead for Money Kicks and Saudi Youth
Looking forward, the possibilities for Money Kicks in Saudi Arabia are endless. As NEOM, Qiddiya, and other giga-projects prepare to redefine lifestyle and entertainment in the Kingdom, individuals like Rashed Belhasa are not just participants—they are potential architects.
Whether through launching a Saudi-based fashion line, mentoring Saudi content creators, or investing in local esports ventures, his influence can be scaled. His visibility ensures that Saudi Arabia continues to trend in international conversations not just for oil or politics, but for creativity and youth empowerment.
Money Kicks is no longer just the billionaire’s son. He is a symbol of what happens when influence meets intention, and when the youth of the Arab world begin to recognize their power.
In his own words, “It’s not about being famous. It’s about making an impact.”
And Saudi Arabia, more than ever, is ready to be impacted.
