Serena Williams in Halftime Show: What Really Happened with Kendrick Lamar

The Superdome was shaking. February 9, 2025, in New Orleans is a date that’s basically burned into the collective memory of sports and music fans alike. While the Philadelphia Eagles were busy dismantling the Kansas City Chiefs, the real earthquake happened during those twelve minutes between the second and third quarters. Kendrick Lamar was already tearing through a setlist that felt like a victory lap for the West Coast, but when the beat for "Not Like Us" dropped, the energy shifted. Then it happened. Out of the shadows of the stage, Serena Williams in halftime show attire—specifically, a look that screamed Compton royalty—stepped into the light.

It wasn't just a cameo. It was a moment of pure, unadulterated cultural chaos. Serena didn't just stand there and wave; she danced. Specifically, she Crip Walked on top of one of the spotlighted posts, a direct callback to her 2012 Olympic victory celebration that once caused a minor scandal in the tennis world. This time? No one was complaining about "decorum." They were too busy screaming.

The Kendrick Lamar and Serena Williams Connection

Why Serena? If you aren't deep into the weeds of rap beef or tennis history, you might’ve been a little confused. Honestly, the layers here are thick. First, you’ve got the Compton connection. Both Kendrick and Serena grew up in the same neighborhood, rising from the concrete of Southern California to become arguably the greatest to ever do it in their respective fields.

But there’s a messier layer.

Drake.

You probably remember that Serena and Drake dated—or were at least very "close"—around 2011 to 2015. He was a staple at her matches, often seen cheering (or brooding) in the player's box. Kendrick’s "Not Like Us" is a scorched-earth diss track aimed directly at the Canadian rapper. By having Serena on stage during that specific song, Kendrick wasn't just bringing out a friend; he was executing a surgical strike. The internet went into a full meltdown. One user on X (formerly Twitter) called the move "diabolical," and they weren't exactly wrong.

Breaking Down the Performance

The visuals were insane. Kendrick had this whole "West Coast unity" theme going, featuring DJ Mustard and a cameo by Samuel L. Jackson as a sort of hip-hop Uncle Sam. But Serena was the secret weapon. She looked like she was having the time of her life.

She later posted on Instagram that she "died a little" from the excitement. In a candid backstage video shared to her X account, she joked, "Man, I did not Crip Walk like that at Wimbledon... I would've been fined!"

It’s rare to see an athlete of her stature—a 23-time Grand Slam champion—let loose like that. Usually, post-retirement Serena is seen in high-fashion editorials or boardroom meetings for her venture capital firm, Serena Ventures. This was a return to the "Compton Serena," the one who fought her way to the top and didn't care who had a problem with her style.

The Impact of "Not Like Us"

Let’s talk about the song for a second. "Not Like Us" became an anthem long before the Super Bowl, but the halftime show cemented it as a historical artifact. Kendrick used the platform to reclaim the narrative of West Coast hip-hop. Having Serena there—a woman who has faced her own share of scrutiny over her body, her attitude, and her dominance—felt like a statement on resilience.

The performance also featured SZA, who joined Kendrick for "All the Stars," but the conversation the next morning was almost exclusively about the tennis GOAT. People were analyzing every step she took. Was she shading Drake? Was she just supporting a friend?

Serena, being the pro she is, eventually addressed the "diss" rumors. She told Entertainment Weekly that her appearance was "absolutely not" intended as a personal jab at her ex. She claimed it was all about the "Compton love." But let's be real—in the world of high-stakes entertainment, nothing is accidental.

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A History of Serena at the Super Bowl

While the 2025 appearance was her first time on stage during the halftime show, Serena is no stranger to Super Bowl Sunday. She’s become the unofficial queen of the commercial breaks.

• 2022: She starred in a star-studded Michelob Ultra ad set in a bowling alley alongside Peyton Manning and Jimmy Butler.
• 2022 (again): She was the face of Tonal’s "Strength Made Me" campaign, which focused on female empowerment.
• 2023: She did double duty, appearing in a Caddyshack-inspired Michelob Ultra spot with Brian Cox and a high-concept Rémy Martin ad called "Inch by Inch."

She’s basically a brand's dream. She carries the gravitas of a global icon but still feels relatable enough to sell you a beer or a workout machine. However, nothing she’s done in a 30-second spot compared to the raw energy of standing next to Kendrick Lamar in front of 100 million people.

Why This Moment Matters for Women’s Sports

There is a bigger picture here. We are in a golden era for women’s sports, and Serena is the architect of it. Seeing her at the center of the biggest entertainment event of the year—not as a tennis player, but as a cultural figure—is huge. It shows that female athletes don't have to stay in their lane.

Coco Gauff was one of the first to chime in on social media, leading the applause for her idol. It’s a passing of the torch, sure, but it’s also a reminder that Serena isn't going anywhere. She’s shifting from the court to the culture.

The NOLA Atmosphere

New Orleans was the perfect backdrop for this. The city thrives on spectacle. The Caesars Superdome is legendary for its acoustics, and when the crowd realized it was actually Serena Williams on that post, the roar was deafening. It surpassed the noise of the actual game, which, to be fair, was a bit of a blowout as the Eagles cruised to a 40-22 victory.

What's Next for Serena?

Since her "evolution" away from tennis in 2022, Serena has been busier than ever. She’s raising two daughters, running a venture capital firm, and apparently, training to be a professional halftime dancer.

What can we take away from this?

1. Brand Serena is stronger than ever. She doesn't need a racket to command a room (or a stadium).
2. The "Compton" identity is central to her legacy. She never forgets where she came from, and she wears it as a badge of honor.
3. Collaborations are the future. The crossover between elite sports and top-tier music is where the most viral moments live now.

If you’re looking to capture some of that Serena energy, the lesson is basically this: don’t be afraid to change the scenery. She went from the grass of Wimbledon to the LED-lit stage of the Super Bowl without missing a beat.

Actionable Insights for Fans and Creators:
Keep an eye on Serena’s social media for the "making of" footage she’s been dropping. It’s a masterclass in behind-the-scenes branding. Also, if you’re a brand looking to make a splash, the "surprise cameo" is officially the new "30-second spot." The organic reach of Serena’s dance moves far outpaced the traditional commercials that aired during the game.

Go watch the replay. Pay attention to the footwork. It’s not just a dance; it’s a victory lap.