The Super Bowl is the National Football League’s (NFL) most anticipated high-stakes game of the year, determining the league’s champion and drawing one of the largest global television audiences annually.
Since its debut in 1967, the Super Bowl has evolved beyond football and become a cultural event thanks to its iconic halftime performances, its creative commercials, and the sense of unity and patriotism it instills.
Super Bowl LX, featuring the Seattle Seahawks and the New England Patriots, marked the NFL‘s 60th season. But while the game may have been the main spectacle, much of this year’s controversy centered on the halftime show, headlined by Puerto Rican artist Benito Antonio Martínez Ocasio, popularly known as Bad Bunny.
His performance was historic, as he is now the first-ever headliner to perform entirely in Spanish. Yet aside from the music, choreography, and message, one of Bad Bunny’s other decisions sparked major discussion.
Bad Bunny chooses Zara for his Super Bowl LX look
The Super Bowl is an expensive show to put on, and to fit the part, halftime show performers often choose the most luxurious fashion houses to dress them, creating some of the most memorable fashion statements in history.
Let’s not forget about Kendrick Lamar’s Celine jeans, Usher’s Dolce & Gabbana custom three-piece ensemble, and Rihanna’s red Alaïa puffer coat.
However, unlike those that came before him, Bad Bunny broke the pattern. His halftime performance outfit was designed by none other than Zara, owned by Inditex (IDEXY), one of the world’s largest fashion retailers. This brand is credited as a fast-fashion pioneer for its high-quality apparel, accessories, beauty products, and perfumes at affordable prices.
At the show, Bad Bunny wore a fully cream-colored look consisting of a long-sleeve button-down shirt and tie, under a reimagined football jersey with his last name, Ocasio, on the back and the number 64 on the front, paired with string-tied trousers.
He accessorized his outfit with Adidas “BadBo 1.0” sneakers from his personal brand collaboration and an Audemars Piguet Royal Oak Selfwinding timepiece valued at approximately $75,700, which is worth more than the entire Zara outfit.
“It was an amazing show,” said a Zara spokesperson in a statement to Entertainment Tonight. “Benito put on a memorable performance.”
The company also dressed his backup dancers, band, and orchestra, marking the first time Zara has outfitted a major Super Bowl halftime performer.
Fashion experts weigh in on Bad Bunny’s Zara outfit for Super Bowl
Industry experts argue that Bad Bunny’s budget-friendly fashion choice aligned with the larger theme of the performance.
“It’s fair to point out that Bad Bunny’s Super Bowl show was made to be accessible for everyone,” said Business of Fashion Sports and Fashion Correspondent Mike Sykes. “It was a show about love, community and inclusivity. Wearing pieces made by brands that cost tens of thousands of dollars wouldn’t have matched that moment.”
Oscar Holland, a CNN Style expert, agreed, noting that the wardrobe may have reflected current economic realities.
“One quietly uttered message may have been about accessibility — and a reluctance to flaunt wealth at a time when many American households face rising costs,” said Holland.
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Affordability has long been one of Zara’s main value propositions, and getting the opportunity to showcase its brand on one of the largest broadcast stages in the world amplified its reach to millions.
“The interest in Bad Bunny’s ensemble should help drive more customers to the company’s physical and online stores,” said Bloomberg Goods and Retail Industry Expert Andrea Felsted. “Its debut on the halftime stage will be a pivotal point in its development, rather than a fashion faux pas.”
Super Bowl viewership continues to climb
According to Nielsen, Super Bowl viewership has climbed steadily in recent years, emphasizing the exposure scale that brands receive on the halftime stage.
Super Bowl viewership throughout the years
- Super Bowl LIX: 127.7 million
- Super Bowl LVIII: 123.7 million
- Super Bowl LVII: 115.1 million
- Super Bowl LVI: 101.5 million
- Super Bowl LV: 95.9 million
Source: Nielsen
Zara creates business opportunity to accelerate growth
Inditex (IDEXY) revealed it closed 132 stores across its brands year to date as of October 31, 2025, including 60 Zara locations, according to its nine-month fiscal 2025 earnings report. The closures are part of the company’s strategy to streamline operations and improve long-term profitability.
Over the past few years, Inditex has executed a large-scale expansion and modernization plan, investing €900 million ($1.05 billion) annually to upgrade logistics capabilities, renovate existing units, and relocate or open stores in more strategic, high-traffic areas.
“The end result of our unique approach is the integration of the physical with the online experience in a seamless manner that permits us, across multiple formats, to rapidly react to changing fashion trends and offer the latest collections,” Inditex CEO Óscar García Maceiras said in an earning call.
Despite the closures, Inditex’s strategy appears to be paying off. Total sales increased 2.7% to €28.2 billion ($32.82 billion), driven primarily by strong customer satisfaction with both in-store and online experiences.
While it is too early to see any direct financial impact from Super Bowl LX, the exposure reinforces Zara’s positioning as an accessible yet culturally relevant brand at a crucial moment in its modernization strategy.
As of February 11, Inditex’s stock is trading flat year to date.
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