The 2026 Super Bowl wasn’t just about touchdowns and tackles—it was a fashion extravaganza like never before. But here’s where it gets controversial: Was Bad Bunny’s decision to wear Zara during his groundbreaking all-Spanish halftime performance a bold statement or a missed opportunity for luxury? Let’s dive in.
On February 8, 2026, the Super Bowl—nicknamed the ‘Benito Bowl’ or ‘Bad Bunny Bowl’ by fans—made history. Bad Bunny became the first artist to perform the halftime show entirely in Spanish, clad in a football-inspired outfit by Zara, a stark contrast to the Schiaparelli he donned at the Grammys just days earlier. He also debuted a new colorway of his Adidas collaboration, the BadBo 1.0. Midway through, Lady Gaga joined him on stage, wearing custom Luar, adding another layer of fashion flair to the event.
Earlier in the show, Coco Jones paid homage to Whitney Houston’s iconic 1991 Super Bowl look, wearing a Karl Kani outfit inspired by Houston’s Le Coq Sportif tracksuit. Brandi Carlile, meanwhile, sang ‘America, the Beautiful’ in Thom Browne, whose Spring/Summer 2026 collection had just been unveiled in San Francisco two nights prior.
Last year, fashion made waves in New Orleans during Super Bowl weekend, from Bode Rec.’s GQ Bowl fashion show to Kendrick Lamar’s viral Celine bootcut jeans. But this year, fashion’s presence was even more pronounced, with the weekend transforming into what felt like a mini-fashion week. And this is the part most people miss: It wasn’t just about the game—it was about the runway, too.
Thom Browne skipped New York Fashion Week to debut his Fall/Winter 2026 collection at the GQ Bowl on Friday, while Abercrombie—the NFL’s official fashion partner since August 2025—hosted a presentation on Saturday. NFL stars like Christian McCaffrey, CeeDee Lamb, and Tee Higgins walked a makeshift runway, mingling with attendees moments before. It was a seamless blend of sports and style, with players becoming models and fans becoming front-row spectators.
Fashion and beauty brands have long capitalized on the Super Bowl’s massive audience, with Tecovas and Elf Beauty opting for traditional commercial slots this year. But these slots cost upwards of $7 million (reportedly $10 million this year), placing brands alongside ads for cars and beer. As fashion and sports become increasingly intertwined, brands are getting creative to stand out during this high-profile weekend.
‘The Super Bowl is becoming no different from fashion week,’ says Kyle Smith, NFL fashion editor. ‘There are so many different kinds of fashion activations now.’ Daniel-Yaw Miller, sports and fashion journalist, adds, ‘Hosting a fashion show before the game is still novel, but it offers exposure to a completely different audience in a more intimate, cost-effective way than a 30-second ad.’
Zara, however, took a different approach. By dressing Bad Bunny, the brand skipped the hefty ad fees and event coordination, sparking debate. Can Bad Bunny’s Zara moment rival Kendrick Lamar’s Celine jeans from last year? And does his choice of a non-luxury brand signal a shift in fashion’s role at the Super Bowl? ‘It’s no guarantee that this moment can be replicated,’ says Madeline Hill, co-host of ‘The Sports Gossip Show,’ ‘but it could have a larger reach and impact than a traditional fashion show.’
For brands eyeing Super Bowl LX in 2027, this year’s events offer a blueprint. The NFL’s fashion finesse isn’t new—it’s part of a years-long strategy to intertwine sports and style. From Abercrombie partnerships to players sitting front row at Vogue World, the lines between these worlds are blurring. ‘The fashion industry now feels more comfortable collaborating with football,’ Miller notes.
Athletes are becoming fashion icons, and brands are taking notice. The Super Bowl, as the most-watched U.S. sporting event, is the perfect stage. Abercrombie CMO Carey Krug explains, ‘It’s about being part of moments people genuinely care about. The Super Bowl is one of the last truly shared cultural moments—live, unscripted, and emotionally real.’
But here’s the challenge: How can brands appeal to both fashion insiders and the broader Super Bowl audience? Hill warns, ‘Brands shouldn’t get too fashion-y or they risk excluding sports fans.’ Abercrombie’s Tunnel Walk-inspired presentation struck the right balance, incorporating NFL players and keeping it intimate. Thom Browne, meanwhile, opted for a traditional runway, debuting an Asics collaboration.
As brands vie for attention, they must ‘eventize’ their shows to match the energy of game day. The GQ Bowl model—with its red carpet and after-party—sets the standard. And with next year’s Super Bowl in fashion-centric Los Angeles, expectations are sky-high. ‘So many brands will be watching to see how they can make an even bigger splash,’ Smith predicts.
Thought-provoking question: As fashion and sports continue to merge, will luxury brands dominate the Super Bowl stage, or will accessible brands like Zara steal the spotlight? Let us know in the comments!
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