Super Bowl Halftime Show Sparks 413% Surge in Nike Air DT Max ’96 Sales
Demand for Nike Air DT Max ’96 exploded by 413% on StockX after Kendrick Lamar wore them during the Super Bowl LIX Halftime Show. Fans grabbed pairs for $144 each.
The black and white sneakers featuring gold details match the Colorado Buffaloes colors — a subtle reference to Deion Sanders’ current coaching position. Nike released the shoes last September, pricing them at $170.
These retro sneakers feature bold curves and a solid mid-foot strap. Air Max cushioning provides comfort with every step.
Lamar completed his look by matching the sneakers with a PGLang Gloria jacket and Celine denim. His face paint matched the Colorado team’s colors, tying everything together.
The shoes originally debuted as Sanders’ signature model, honoring his impressive run in both football and baseball. Fresh updates include eye-catching gold claw designs on the sides.
Nike strategically launched this version alongside Sanders’ Colorado coaching job, embracing the school’s colors. Current resale prices have fallen below retail.
When Lamar joined Nike in 2017, he left behind his earlier Reebok partnership from 2015. His Super Bowl shoe choice bridges sports history with contemporary music culture, according to Hot New Hip Hop.
While Nike remains tight-lipped about upcoming Air DT Max ’96 releases, this sales boom could impact market rates and availability.
