4 Brands That Showed Up During Kendrick Lamar’s Super Bowl 59 Halftime Show

Kendrick Lamar made history on Sunday (Feb. 9) as the first solo hip-hop artist to headline a Super Bowl halftime show.

At Super Bowl 59, the Compton rapper performed a slew of hits and deep cuts like “Humble,” “DNA,” “squabble up,” “Not Like Us,” and more. He was also accompanied by special guests like Samuel L. Jackson, SZA, Grammy award-winning producer Mustard, and Serena Williams.

Several brands like Buick, Nike, Converse, Heinz, and Lamar’s own pgLang also appeared during Lamar’s Apple Music-sponsored performance.

ADWEEK has rounded up how each brand showed up during Lamar’s set.

1. Buick

Lamar’s set design featured a black 1987 Buick GNX, riffing off the model he owns and his recent album of the same name.

2. Nike and Converse

Lamar’s background dancers, who were dressed in monochromatic red, white, and blue outfits, were spotted in both classic Converse and Nike Shox sneakers. The rapper is no stranger to both brands having has partnered with each for various silhouettes like the Converse Chuck 70, the Pro Leather, and Nike Cortez shoes.

During the performance, the artist also wore Nike Air DT Max ’96 sneakers, a homage to former NFL player and two-time Super Bowl champion Deion Sanders who made the shoes famous.

3. Heinz

Heinz showed up during the Lamar’s set by way of Mustard.

The producer, who is behind Lamar’s hit diss track “Not Like Us” and GNX song “tv off,” teased his collaboration with the condiment brand with a spot called “Mustard x Mustard.”

The teaser ad, which ran during the Grammys on Feb 2., appeared to be a simple Heinz ketchup ad before the viral “MUSTAAAAAARRRD!” soundbite blasted from the speakers. The screen quickly morphed into a teaser for the partnership and Mustard’s limited-edition flavor slated for release this summer.

While Heinz didn’t run an individual spot during the Big Game, Mustard’s appearance during Lamar’s performance was a marketing move in itself. The brand capitalized on the move on social, posting about the condiment on X throughout Kendrick’s performance.

The brand’s Wiener Dogs and Kool-Aid brands were also featured in Instacart’s ad.

4. pgLang

The creative direction for Lamar’s halftime performance was led by his creative firm pgLang. The rapper co-founded the agency in 2020 with his manager and longtime friend Dave Free.

During his performance, Lamar sported a custom, blue Martine Rose leather jacket with “pgLang” embroidered across the back. SZA also wore a red leather jacket with the firm’s name stitched on the front.