Bad Bunny at Super Bowl LX: The Pan-American Manifesto and the Democratisation of Luxury

Benito Antonio Martínez Ocasio’s performance during the half-time show at Levi’s Stadium in Santa Clara will go down in history as the moment when the Spanish language finally took over the global mainstream. At the stadium where the Seattle Seahawks defeated the New England Patriots, Bad Bunny performed a set entirely in Spanish, which, combined with his choice of fashion partners – from Spanish giant Zara to luxury brand Audemars Piguet – created a new definition of modern luxury: authentic, engaged and devoid of theatrical excess.

Context: From the Econo supermarket to the top of the charts

The performance in San Francisco was the culmination of a historic month for the artist. Just a few weeks earlier, at the 68th Grammy Awards, Bad Bunny became the first Latin artist in history to win the Album of the Year award (DeBÍ TiRAR MáS FOToS).

Benito’s journey – from working at the Puerto Rican supermarket Econo to becoming a global brand – gave the show a sense of personal triumph. The artist used the Super Bowl stage to reiterate his mission of uniting cultures and fighting for the dignity of immigrants (previously expressed through the slogan “ICE out”), ending his performance with a symbolic message: “Together, we are America”.

The DNA of Style: Spain’s Zara and Adidas on the world’s biggest stage

The choice of wardrobe marked a strategic departure from traditional stage extravagance. Styled by Storm Pablo and Marvin Douglas Linares, Bad Bunny opted for a minimalist look – sculptural, yet sporty and controlled.

• Zara as Strategic Partner: For the first time in history, Zara, the Spanish-based retailer, has taken on the task of dressing the main star of the half-time show on such a scale. This is a landmark moment for the Spanish brand, which also provided outfits for the dancers, the band and the orchestra. The entire outfit was in cream tones: a collared shirt, tie, chinos and a jersey bearing the number 64.
• Luxury and Time: A striking contrast to Zara’s accessible fashion was the Audemars Piguet Royal Oak watch (37 mm). Crafted from 18-carat yellow gold with a malachite dial, this model added a touch of luxury to the understated, cream-coloured outfit.
• Adidas ‘BadBo 1.0’ release: The performance marked the global launch of the white colourway of his signature Adidas trainers. The release was perfectly timed to coincide with the broadcast, turning the half-time show into a powerful sales tool.

Set Design and Symbolism: A Love Letter to Puerto Rico

The stage was transformed into a symbolic map of the artist’s identity. The focal point was the casita – a traditional Puerto Rican house – on whose porch stars such as Lady Gaga and Ricky Martin appeared, representing the continuity of Latin success.

The visual narrative contained critical undertones: fields of sugar cane and a high-voltage pylon, alluding to the island’s infrastructure devastated by hurricanes. The presence of figures such as Pedro Pascal, Cardi B and Karol G painted a picture of a Latinx community that is no longer an ‘alternative’ but a cornerstone of contemporary culture.

Impact on the industry and legacy

Bad Bunny’s performance in San Francisco proved that mainstream music is shifting its focus from English to Spanish. From a marketing perspective, the success of the collaboration with Spanish retailer Zara showed that luxury in 2026 is not defined solely by the haute couture label, but by reach and cultural significance. Benito Antonio Martínez Ocasio didn’t just play a concert – he designed a new Pan-American identity for millions of viewers around the world.