Anthony Behar/PA Images via Getty Images Courtesy of Fenty Beauty
- Rihanna's highly anticipated Super Bowl LVII halftime show performance is happening Sunday.
- Since the announcement, the star's brands have launched "Game Day" campaigns online to commemorate the concert.
- Rihanna previously declined to perform at the Super Bowl in 2019.
Rihanna's retail brands are making the most of the singer-turned-mogul's upcoming Super Bowl halftime show performance — from limited-edition merchandise to game day-themed advertisements.
The 34-year-old Grammy Award-winning singer and youngest self-made female billionaire has wasted no time since she was announced as the performer for Super Bowl LVII. Her fashion and beauty brands — including Savage X Fenty, Fenty Beauty, and Fenty Skin — have all reconfigured their sites to feature a "Game Day" section in anticipation for Sunday's performance.
The campaign extended to the brands' social media pages to promote products that already existed and new items that reference football. The Fenty team received praise online for the marketing.
"Who ever is behind Fenty's marketing is pure genius," one user wrote on Instagram.
"Damn. Graphics team workin OT for this launch," another comment read.
The pop star's lingerie and loungewear brand Savage X Fenty also took the chance to capitalize on the Super Bowl appearance by debuting "Team Fenty" jerseys and sweatsuits. According to the brand's official Instagram, fans can visit a Fenty pop-up shop in Phoenix until Saturday to shop the "hyper-exclusive" merchandise and limited-edition beauty products.
"Get ready for Rihanna's big performance (we heard there's also a football game happening?) and rep Savage X with this collection of limited-edition jerseys, hats, and more," a statement on the official website read.
Savage X Fenty
In September, it was announced that Rihanna would headline the Super Bowl halftime show performance after the singer declined the gig in 2019. It's been nearly seven years since the release of her last album "Anti," and the star has since focused more on her business ventures and family — including her son who was born in March 2022.
As she prepares for what will be her first live performance in five years, Rihanna said in a press conference this week there are "probably 39 versions" of her halftime show setlist, Insider reported.
Although the headliner has tweaked her future performance plans many times, her beauty and fashion empire is on point with its Super Bowl debut.