Rihanna Is Making a Merchandise Collection for Her Super Bowl Halftime Show

Brendan Menapace

For a lot of people, the Super Bowl halftime show is a bigger deal than the game itself. This year, Rihanna will entertain the masses during the break, and she’s already commemorating the occasion with a special line of Savage X Fenty apparel for those who don’t really have any skin in the game, but want to look cool at the watch party.

The ‘Game Day’ apparel touches on classic football apparel tropes, like putting “Property of Fenty” on a hoodie. Others reference the Big Game (which you have to say due to trademark issues) without actually using the copyrighted phrasing, like a vague LVII hat.

You can’t trademark Roman numerals yet!

There’s also a cropped football jersey, an all-over print boxer with a football design, and sweats that match both the black hoodie and cropped jersey.

Over the years, the Super Bowl has given merchandising opportunities to more than just the two teams involved. Last year, the NFL worked with streetwear brands to create apparel capsules for the game in LA.

And beyond the game itself, brands are finding ways to commemorate other aspects of the game, in this case the halftime show or, in the case of Michelob Ultra, the commercial breaks.

Last year Michelob Ultra released a star-studded commercial based in a bowling alley full of actors and sports heroes. Shortly after, people could buy apparel repping the fictional Superior Bowl bowling alley.

There’s a reason the Super Bowl is used as a basis of comparison for other huge events. It really is the biggest show in town. That means that you don’t have to rely on football fans to appreciate themed products. Like Rihanna, you can focus on looking stylish at the watch party, or somehow get your brand involved in the overall event, rather than just the gridiron action.

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