Kendrick Lamar’s Super Bowl Playbook—A Masterclass in Marketing

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It’s Super Bowl aftermath meets NYFW madness, and instead of regular programming, I’m breaking down Kendrick Lamar’s Super Bowl Playbook—a masterclass in marketing, PR, brand partnerships, and cultural impact.

This is a first for The Digital Runway, so let me know—do you like this kind of breakdown, or do you prefer our usual format? Hit reply and let me know your thoughts.

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👀 Here’s a teaser for the FULL Masterclass (read on for more)

Table of Contents

• 👀 Here’s a teaser for the FULL Masterclass (read …

• 👖 Kendrick Lamar’s Super Bowl Playbook—A Mastercl …

• 👗 Fashion—Can Kendrick Make Flared Jeans Cool Aga …

• 🟡 Mustard x Heinz—From Beats to Brand Deals

• 🎤 Music & Merch Strategy—The Business that is Ken …

• 🔥 The Drake Feud—Kendrick’s Ultimate Power Play

• 🚀 Brand Partnerships—4 Brands from Kendrick’s Su …

• 📈 BUSINESS & MARKETING TAKEAWAYS—What Brands Can …

👖 Kendrick Lamar’s Super Bowl Playbook—A Masterclass in Marketing

Kendrick Lamar didn’t just perform at the Super Bowl Halftime Show—he turned it into a multi-faceted marketing campaign, weaving in music, fashion, food, brand partnerships, and even his feud with Drake to create one of the most strategic Super Bowl moments ever.

Here’s how Kendrick dominated culture, commerce, and conversation—and what brands can learn.

This wasn’t just a show—it was a business case study in marketing, brand partnerships and culture.

Here’s what you and brands can learn.

👗 Fashion—Can Kendrick Make Flared Jeans Cool Again?

Pharrell and Beyoncé revived cowboy-core. IMHO by exchanging notes and deciding to go hard on this trend at the same. Now, Kendrick is making a bold case for bell-bottom jeans in hip-hop.

👖 Celine “Serge” Jeans → Designed by Hedi Slimane, these flared jeans honored ‘90s icon Serge Gainsbourg while tapping into the Y2K denim resurgence. But can Kendrick make bell-bottoms hip-hop-approved?

 🧥 The “Gloria” Jacket → His custom Martine Rose varsity jacket with “Gloria” across the chest referenced his GNX album. “Gloria” symbolizes his pen game, rap legacy, and dominance in the industry.

👟 Nike Air DT Max ‘96 Sneakers → A tribute to Deion Sanders, blending sports nostalgia with hip-hop culture.

🔥 DJ Mustard’s Look Matched the Energy → Not just producing Not Like Us, but also dressing in full flex mode. He also wore Celine Denim with “Marco” style—and a custom Vanson Leathers jacket, cementing the luxury-streetwear crossover.

📌 Fashion Takeaway: Streetwear and luxury brands take note—expect flared jeans and custom leather pieces to go mainstream. If Kendrick co-signs a trend, expect sales to spike, street style domination, and even fast fashion brands jumping in with a quick production turnaround.

 🟡 Mustard x Heinz—From Beats to Brand Deals

Producer & DJ Mustard (Dijon McFarlane), who produced Kendrick’s TV Off, turned his name into a branding empire, securing a Heinz Mustard x Mustard collab that debuted at the Grammys and resurfaced at the Super Bowl with a cameo included.

🤵 Heinz named Mustard its first-ever “Chief Mustard Officer” → A viral brand partnership tied to the song’s signature “Mustaaaarrrdddddd” drop. Plus Heinz leveraged during maximum attention on this song and Kendrick Lamar.

💰 The Food x Music Playbook? Following in the footsteps of Travis Scott x McDonald’s and Lil Yachty x Reese’s Puffs, Mustard proved that food partnerships aren’t just for athletes—they’re a prime marketing move for musicians too.

📌 Marketing Takeaway: Personal branding isn’t just for influencers—it’s a commercial asset. Mustard turned a viral moment into a profitable partnership that proves the secret sauce is in innovation when it comes to food partnerships and even C-suite titles.

🆘 Need special sauce for your Marketing Strategy? Book a Power Hour  

🎤 Music & Merch Strategy—The Business that is Kendrick Lamar

Lamar’s Super Bowl performance was more than entertainment—it was a real-time marketing funnel, driving streaming, ticket sales, and fashion revenue.

📈 430% Spotify Spike → Not Like Us streams skyrocketed post-show proving cultural moments drive real-time consumption.

📢 Tour Announcement Mid-Performance → The Grand National Tour with SZA was announced DURING the Super Bowl Halftime Show, keeping him trending long after the game ended.

🛒 NFL x Willy Chavarria x pgLang (Lamar’s Fashion Brand) Capsule Collection → Limited-edition varsity jackets to jerseys blending hip-hop and football culture—SOLD OUT in hours.

📌 Marketing Takeaway: Kendrick didn’t just perform—he converted attention into commerce. When your brand (or brand partner) has peak visibility it’s THE TIME to drop products, roll out offers, and maximize conversions.

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