The Spanish group Inditex is once again demonstrating its commitment to the United States as a strategic growth market. This time, Zara, the group’s main chain, became a special guest at the annual Super Bowl. The Spanish brand used the 2026 NFL Finals to bring itself alongside Bad Bunny into the living rooms of millions of Americans and football fans. This sporting event is one of the most watched worldwide.
In the 2026 final, the Seattle Seahawks met the New England Patriots, with the Seahawks winning. At the end of September last year, the NFL confirmed Bad Bunny as the featured artist for the highly anticipated Super Bowl LX 2026 halftime show. The singer followed in the footsteps of US rapper Kendrick Lamar, who performed in 2025, and joins a long list of stars who have appeared at these musical performances in recent years. These include names like Usher, Rihanna, Snoop Dogg, Shakira, Beyoncé, Jennifer Lopez and Michael Jackson.
The “King of Pop” set a milestone with his appearance in 1993. Since then, the NFL has continued to invite world-famous personalities who help establish the Super Bowl as a cultural and media event that goes beyond sports.
Together with Lady Gaga and Ricky Martin
Bad Bunny opened his performance at Levi’s Stadium in Santa Clara, California with his globally known 2022 song “Tití me preguntó.” He introduced himself to the audience not under his stage name, but with his full name, Benito Antonio Martínez Ocasio. His performance was a clear acknowledgment of his Hispanic roots.
On this basis, he built a positive and inclusive message that also had political undertones given the current political and social context in the United States. The highlight was the conclusion of his musical performance. He gave a Pan-American speech in which he named all the countries of the Americas, South and North America, from Chile and Argentina to the United States and Canada. Finally, he scored a “touchdown” with a ball that had the message “Together, We Are America” written on it.
The stage backdrop recreated sugar cane fields, a historically important crop on the island of Puerto Rico. Throughout the show, the Puerto Rican singer was supported by the likes of Chilean Pedro Pascal. Particularly noteworthy are Lady Gaga and the singer Ricky Martin, who also comes from Puerto Rico. The presence of the latter two led to musical performances that divided the show into three parts. First, Lady Gaga replaced Bad Bunny on stage and sang a new version of the song “Die With a Smile.” Ricky Martin later took over and interpreted Bad Bunny’s song “Lo que le pasó a Hawaii”.
Zara as a “star guest”
In addition to all these artists and songs, the Spanish brand Zara also turned out to be a special star of this year’s Super Bowl edition. The Inditex Group’s flagship chain followed in the footsteps of the Spanish fashion house Loewe, which was responsible for Rihanna’s outfits at the 2023 Super Bowl. Zara designed the two ensembles Bad Bunny wore during his performance at the 2026 Super Bowl.
Bad Bunny wore the new “BadBo 1.0” sneakers from Adidas on his feet. They are the first that the singer designed from scratch in collaboration with the traditional German sports brand. They are scheduled to go on sale today. Aside from the shoes, Bad Bunny wore two complete looks during his Super Bowl appearance, created by Zara’s design team specifically for the occasion. The two outfits were clearly inspired by the uniforms of American football players. In addition to the patterns and cuts with wide backs and pronounced shoulder pads, they were characterized by a very restrained color palette consisting exclusively of off-white tones.
This bright color harmony highlighted the energetic and positive nature of Bad Bunny’s Pan-American message. At the same time, she emphasized the typical aesthetics of the Caribbean, which also includes Puerto Rico. The singer presented himself to the audience in an ensemble consisting of trousers, a shirt, a tie and a sweatshirt in the style of an NFL jersey. The outfit was complemented by details such as a rope-like belt as well as the number 64 on the chest and back of the sweatshirt alongside the name Ocasio. This was understood as the artist’s homage to his mother, Lysaurie Ocasio, who was born in Puerto Rico in 1964.
He wore this outfit again at the end of his performance. He previously showed off a second look between performances by Lady Gaga and Ricky Martin. This also consisted of a monochromatic, cream-colored ensemble: a double-breasted suit with a shirt and tie, with wide lines and broad back and shoulders in the style of an NFL uniform.
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