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Nike Is Profiting Off Of Kendrick Lamar's Halftime Show In Big Way

Originally posted on The Spun | By Tzvi Machlin | Last updated Feb 11, 2025 12:44 PM ET

Nothing boosts sales quite like people wearing particular merchandise during big performances on the biggest stage. From golf shirts to shoes, the bigger the stage, the bigger the potential sales of what the performer or athlete was wearing.

Case in point: Rapper Kendrick Lamar's Super Bowl 59 halftime show, which not only contributed to an historic ratings bonanza for Fox, but has apparently resulted in a massive sales spike for Nike.

According to StockX, Lamar was wearing a pair of Nike Air DT Max ‘96 shoes during his performance on the stage at the Caesars Superdome. This proved to be a massive boon for Nike as sales of that particular shoe spiked a whopping 413-percent in the hours following the show.

"Kendrick Lamar hit the Super Bowl halftime stage in the Nike Air DT Max ‘96, and sneakerheads took notice. Trades on StockX spiked 413% overnight, proving this ‘90s classic still holds weight today. Peep the second slide to see the versatility of the Air DT Max silhouette," StockX wrote.

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The shoe is currently available on Nike's website for $170 before taxes and fees, but only a handful of sizes are still available as of writing and not in the same color that he wore.

StockX is currently selling the shoe starting at $149 for a men's size 9.

That shoe was made famous by Deion Sanders and UPROXX noted this week that retro remakes like that one are "becoming some of the most coveted models among sneaker enthusiasts."

Other pieces of his wardrobe included a pair of flared-leg Celine jeans and a custom leather jacket with his name and the name of his production company, pgLang.

Kendrick Lamar's Super Bowl 59 halftime show also featured a cameo from tennis megastar Serena Williams, who did a dance of her own on the stage to the delight of many tennis fans.

Ultimately, the performance earned FOX an historic viewership mark of 126 million average viewers - the biggest in Super Bowl history.

With that many eyes on Kendrick Lamar, it's easy to imagine people wanting to commemorate his performance with a nice purchase afterwards.

This article first appeared on The Spun and was syndicated with permission.

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