A bold and controversial stylistic choice
“It’s going to be a massive show.” That’s how Bad Bunny predicted, in an interview, the success of his performance during the 2026 Super Bowl Halftime Show. The Puerto Rican singer kept his promise with a 12-minute media triumph (embellished with a few geopolitical nods), dressed in a custom-made white Zara suit. This was a notable change of style in terms of clothing, especially considering the Schiaparelli outfit the singer wore at the 2026 Grammy Awards just a week earlier. This stylistic choice, favoring the flagship brand of the Inditex group, surprised (not without some inconsistencies, such as the Audemars Piguet watch that completed the outfit) and divided the public, but it certainly succeeded in getting people talking.
A strategy with exponential media impact
This choice has caused such a stir because the Super Bowl is one of the most significant investments a brand can make, both financially and, above all, in terms of visibility and reputation. The returns can be exponential, as confirmed by Alison Bringé, CMO of Launchmetrics, in her latest notes. According to her, Zara’s collaboration with Bad Bunny generated nearly $20 million (approximately €17 million) in Media Impact Value (MIV), surpassing 97% of the brands featured in the New York Fashion Week lineup in terms of MIV. Strategic cultural alignment is a fundamental aspect of transforming a premium investment into measurable impact. Thanks to this strategy, Zara recorded a 326% increase in brand impact the day after the performance.
Bad Bunny: A conversation starter more powerful than the event itself
According to the report, this year's Super Bowl generated $1.9 billion in MIV, a 37% increase over the previous year, making it the most impactful edition to date. It's easy to see that Bad Bunny was the main driver: 52% of all coverage of the sporting event focused on him, marking the first time that a featured artist generated more conversation than the event itself. Discussions related to Bad Bunny generated $942.4 million in MIV—nearly a billion dollars—double the value of New York Fashion Week in September, and nearly six times the impact of Rihanna’s Halftime Show.
Finally, the other brands endorsed by the Puerto Rican singer also saw an increase, with Zara generating $19.9 million in influencer marketing revenue, Adidas $7.7 million, and Audemars Piguet $2.3 million.