Eminem is bringing Motor City swagger to the NFL by launching an exclusive Detroit Lions apparel line as he makes his debut as executive producer of the team’s Thanksgiving Day halftime show.
The limited-edition gear, revealed Wednesday, fuses the rapper’s gritty aesthetic with Lions branding. The collection includes hoodies and t-shirts featuring phrases like “From 8 Mile to the Lions Den,” a nod to Eminem’s breakout film and the team’s home field. A particularly striking piece shows a shadowy figure in a Lions hoodie pulled over a helmet, channeling the mysterious persona Eminem has long cultivated. This year’s Thanksgiving clash against Green Bay will mark the first show under Eminem’s leadership. The halftime spotlight will go to Jack White, who, like Eminem, was recently inducted into the Rock and Roll Hall of Fame alongside his White Stripes bandmate Meg White.
For those looking to score the Lions x Shady merch, in-person sales opened Wednesday at Lions Supply inside Ford Field, with hours continuing through Friday. Last year’s Thanksgiving game between the Lions and Bears drew 37.5 million viewers, making it the most-watched early Thanksgiving Day matchup on record.
