Yahoo Lifestyle Kendrick Lamar’s Viral Celine Jeans at the Super Bowl Earn Brand More Than $2 Million in Media Exposure
Kendrick Lamar’s Celine jeans were the buzziest fashion moment at the 2025 Super Bowl, a placement that earned the French brand $2.3 million in media impact value, according to Launchmetrics. MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate return on investment.
Lamar performed at the Super Bowl LIX halftime show on Sunday alongside his longtime collaborator, SZA, becoming the first solo rapper to headline the spectacle.
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Searches for “flared jeans” spiked on Google, with 5,000 percent of them taking place within 48 hours after the Super Bowl.
Lamar’s full look also did numbers for two other brands: Martine Rose at $1.66 million in MIV and Nike at $1.69 million.
The former label dreamed up the rapper’s blue leather letterman jacket, which featured “Gloria” in block lettering across the chest. The name refers to the song of the same title from his 2024 album, “GNX.” The bulk of his Super Bowl setlist was made up of tracks from the chart-topping LP.
The lyrics of “Gloria” reference Lamar’s commitment to the craft of songwriting through the lens of a complicated romantic relationship.
As for his Nike sneakers, Lamar selected a pair of Air DT Max ’96s in the “Colorado Away” colorway. The shoe was popularized by legendary two-sport athlete Deion Sanders, and the “Colorado Away” variation is emblazoned with the black, white and gold colors of the Colorado Buffaloes, the team he now coaches.
The “Colorado Away” style of the Nike Air DT Max ’96 was released in September 2024 for a retail price of $170, though prices on the resale market have already skyrocketed following Lamar’s performance.
Super Bowl Halftime Show 2025 Outfits From Kendrick Lamar, Sza, Serena Williams & More: All the Looks
Launch Gallery: Super Bowl Halftime Show 2025 Outfits From Kendrick Lamar, Sza, Serena Williams & More: All the Looks
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