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Fortune
Fortune
Trey Williams

How the Super Bowl halftime show became a showcase for the music and business of Rihanna

(Credit: Gareth Cattermole/BFC—Getty Images)

All I want is a 2007 Prince Purple Rain Super Bowl halftime T-shirt. You know the performance? The one where the coolest man on the planet obliterated a 12-minute set amid a torrential downpour from a stage designed to look like his love symbol.

The shirt, unfortunately, doesn't exist—I searched, vigorously. Though, to be honest, I didn't even realize that was a thing a Super Bowl halftime performance artist could produce and sell, let alone something I'd want. Rihanna showed me otherwise. The newly minted billionaire dropped her Savage X Fenty (the clothing line she owns) Game Day collection and a Fenty collaboration with the NFL and apparel company Mitchell & Ness.

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