Jack White opened his halftime set with the kind of rock manifesto fans expect — a thunderous rendition of The White Stripes’ “Seven Nation Army” — but the evening’s most electric moment arrived when Detroit native Eminem unexpectedly stepped out as a guest performer.

Wearing a hoodie and a one-of-a-kind Lions jacket, Eminem joined White and his band midway through the seven-minute set to deliver “Till I Collapse,” which the crowd greeted with deafening cheers as it bridged White’s “That’s How I’m Feeling” and the set-closing “Seven Nation Army.”

The onstage pairing marked their first live collaboration and came on the heels of the White Stripes’ Rock & Roll Hall of Fame induction on November 8 and the 10th anniversary of Jack White’s Third Man Records store in Detroit. Eminem — who was inducted into the Rock Hall in 2022 — co-executive produced the halftime event alongside his manager, Paul Rosenberg.

White shredded a blue guitar while his rhythm section sported Detroit Lions gear; at the performance’s feedback-drenched finale he shouted, “I love you, Detroit.” More than 400 season-ticket holders who volunteered to be part of the production crowded the front of the stage and rocked along.

Both artists rolled out limited-edition merchandise tied to the game and halftime show, and their presence was felt throughout the day: Ford Field’s PA played “Seven Nation Army” before kickoff, White’s “Taking Me Back” featured during a timeout in the first quarter, and “Till I Collapse” served as pregame hype music.

The halftime show was the first presentation under a new three-year partnership between the Detroit Lions, Jesse Collins Entertainment — the Burbank-based production company behind past Super Bowl halftime performances — and Eminem and Paul Rosenberg. The collaborators previously worked together on a June 2024 concert marking the opening of Michigan Central, which also showcased a set by White.

Rosenberg said the group was honored to partner with the Lions and intended to craft memorable performances for fans at Ford Field and the millions watching nationwide.

In addition to entertainment, the Lions used Thursday’s game to launch a new initiative in partnership with Feeding America.

Adding further hometown resonance, Grammy-winning gospel vocalist CeCe Winans — herself a Detroit native — flew in from Nashville that morning to sing the National Anthem. “Growing up, the Lions game was always on,” Winans reflected, calling the opportunity to perform the anthem both a joy and an honor.

The Lions’ matchup with NFC North rival the Green Bay Packers was the first of three NFL games played on Thanksgiving Day.