13 Feb Branding, Culture, and the Super Bowl: How Kendrick Lamar’s Halftime Performance Delivered a Masterclass in Visual Storytelling
Kendrick Lamar’s Super Bowl LIX halftime performance wasn’t just about music—it was a powerful exercise in branding, cultural storytelling, and visual identity. From the commanding use of red to the significance of his wardrobe choices, every element was meticulously designed to reinforce his artistic message and cultural impact.
The Power of Color in Branding and Cultural Identity
Color plays a crucial role in branding and visual storytelling, and red was the dominant force in Kendrick’s performance. Red is a power color—bold, emotional, and urgent—evoking feelings of passion, rebellion, and energy. It created a striking contrast against the dark stage, making every movement and moment feel amplified.
Red has also been historically tied to revolution and activism, adding another layer of cultural meaning to Kendrick’s performance. It was a visual cue that signaled intensity and importance, ensuring his message resonated beyond just the music.
In contrast, Serena Williams’ surprise cameo in a vibrant blue outfit and classic blue Converse sneakers introduced another dynamic layer to the visual story. Blue represents trust, stability, and legacy—a fitting choice for an athlete who has spent decades defining excellence. The interplay between red and blue wasn’t just visually striking—it symbolized the duality of power and poise, cultural rebellion and refinement.
Fashion as a Branding Tool: The ‘Gloria’ Jacket and Converse Cool
Beyond color, wardrobe choices played a significant role in reinforcing branding and cultural storytelling. Kendrick’s ‘Gloria’ jacket wasn’t just a piece of fashion—it was a statement. With nods to history, personal narratives, and social movements, it aligned with the overarching theme of his performance.
Serena Williams’ effortless cool in Converse sneakers was also a branding moment in itself. Converse, a brand deeply embedded in hip-hop, sports, and street culture, fit seamlessly into the Super Bowl aesthetic—blurring the lines between music, sports, and style.
A Masterclass in Branding, Culture, and Performance
This Super Bowl performance wasn’t just about music—it was about identity, influence, and impact. It showcased how branding is more than just a logo or product—it’s an immersive experience that evokes emotion and tells a story.
From the bold color choices to the cultural references and unexpected cameos, Kendrick Lamar’s halftime show was a branding and cultural masterclass—one that left a lasting impact and reinforced the power of visual storytelling.
Publisher: Nadine Spencer
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- Serena Williams performing during the Super Bowl 2025 halftime show.
Kevin Mazur/Getty Images for Roc Nation
Image Credits: New York Post
Kevin Mazur/Getty Images for Roc Nation