Kendrick Lamar Halftime Show Just Schooled Brands on Marketing
Kendrick Lamar didn’t just perform at Super Bowl LIX—he turned the halftime show into a tutorial in storytelling, cultural depth, and brand power.
Why did his performance hit differently? Three reasons—storytelling, cultural setting, and branding—are woven through his lyrics, choreography, symbolism, and even product placement.
Fresh off 2024, which had the music world buzzing—thanks to his headline-making Drake diss tracks—Kendrick kicked off 2025 with something even bigger: a halftime show that was both a history lesson and a marketing blueprint.
His 13-minute spectacle wasn’t just about the music. It was about messages, movements, and moments that brands dream of creating. So, let’s break it down—how did Kendrick Lamar raise the bar for brand marketing?
Kendrick Lamar halftime show was a blueprint for storytelling in branding
Storytelling isn’t just a marketing tool—it’s the tool. And Kendrick Lamar? He’s more than a rapper; he’s a brand, a movement, and a master storyteller. His Super Bowl LIX halftime performance was a super-symbolic, profoundly layered narrative that elevated his music and brand.
His setlist—Humble, Peekaboo, Not Like Us, Squabble Up, Luther, and All the Stars—wasn’t random. Each song was a cultural statement and a bold commentary. The dancers, dressed in blue, white, and red, subtly mirrored the American flag, while the choreography and visuals hinted at deeper themes—American culture, social dynamics, and power structures.
Not a single moment strayed from the core theme. Every lyric, every movement, every visual was deliberate and cohesive, making the performance impossible to ignore.
This is precisely why storytelling is marketing gold. When brands get it right and craft a flawless, engaging, and meaningful narrative, they don’t just sell; they become memorable. Kendrick just gave a session on how it’s done.
Celebrity power turned Kendrick Lamar’s halftime show into a phenomenon
Sure, Super Bowl LIX’s halftime show had Kendrick Lamar’s name on it, but—celebrity power took it to another level. The cultural impact wouldn’t have hit as hard without these high-profile appearances.
First up, Samuel L. Jackson. The man became Uncle Sam, delivering razor-sharp commentary on American culture. His blunt delivery of—“too ghetto, too loud, too reckless”—was a direct nod to the ongoing political and social discourse. The reaction? Explosive. His presence alone amplified the conversation.
Then came SZA and Mustard—and let’s talk about why they mattered.
SZA’s performance of ‘All the Stars’ was a branding move. The song is tied to Black Panther, a film representing Marvel’s blockbuster influence and a cultural milestone for Black storytelling. The performance was for the audience as well as for the culture.
And then there was Mustard. If you blinked, you missed one of the most clever brand integrations of the night. The producer behind Lamar’s “Not Like Us” and GNX’s “TV Off” made a surprise appearance in the show’s final section. But here’s the kicker—Heinz had just announced its “Mustard X Mustard” collab weeks before. Coincidence? Nope. And since Heinz didn’t buy a Super Bowl ad, Mustard on stage was free advertising gold.
And finally—Serena Williams. She showed up, casually crip walking to Not Like Us—and if you know, you know. The “random” cameo had a major reason behind it. Drake had previously mentioned her in his track “Middle of the Ocean.”
The message? Lamar’s show was a response.
A learning for brands in product placement
Cars, callbacks, and Compton—the Super Bowl LIX halftime show acted more than a music stage. The show became a playground for brands, and the results? Massive.
Let’s start with Kendrick’s look. The man walked out in Celine’s flared jeans (a full-on Y2K revival moment) and a custom blue Martine Rose jacket featuring pgLang embroidered across the back. Three brands in one frame, and all of them got insane traction.
According to Launchmetrics, Celine Jeans pulled in $2.3 million in media impact value within 48 hours. And if that wasn’t enough? Google searches for flared jeans spiked by over 5000%. That’s not hype—that’s straight-up influence.
Now, let’s talk about pgLang.
If you saw Kendrick’s jacket and wondered, what’s that?—mission accomplished. pgLang is a creative agency founded by Kendrick and Dave Free. They led the creative direction for the entire halftime show. This wasn’t just product placement; it was a self-made marketing moment.
But Kendrick wasn’t the only walking billboard. His backup dancers, dressed in sleek monochromatic suits, were sporting Nike and Converse classics. And Kendrick himself? He laced up in Nike Air DT Max ’96 sneakers—a direct tribute to Deion Sanders, former NFL star and now head coach of the Colorado Buffaloes.
Every detail was intentional. Every product had a purpose. Kendrick Lamar’s halftime show moved markets.
Did Kendrick Lamar’s Halftime show make history?
Kendrick Lamar’s halftime performance sparked a significant cultural conversation. Social media exploded, news outlets covered every detail, and brands recognized the marketing potential.
The numbers prove its impact. The NFL’s YouTube video of the show hit 101 million views in a month. With 133.5 million viewers, it became the most-watched Super Bowl halftime show ever, surpassing Michael Jackson’s historic performance.
Even the Super Bowl game itself had fewer viewers, averaging 127.7 million. The halftime show became the real spectacle, capturing the attention of Millennials and Gen Z, who engaged with it at an unmatched level.
Cut to the chase
Kendrick Lamar’s halftime show at Super Bowl LIX made history in the marketing world. It was powerfully storytelling, branding, and impactful on the audience. Brands can learn from his subtle yet straightforward strategies.
