Inditex showed how important the US is as a growth market when its main brand, Zara, dressed halftime performer Bad Bunny at Super Bowl LX on February 8, 2026. The event, which took place at Levi's Stadium in Santa Clara, drew millions of viewers and put Zara at the center of one of the world's biggest cultural events.
The Seattle Seahawks won the game against the New England Patriots, but the Puerto Rican superstar stole the show at halftime. Bad Bunny gave a performance that mixed music with a strong cultural message, just like Michael Jackson, Beyoncé, and Kendrick Lamar.
Bad Bunny, whose real name is Benito Antonio Martínez Ocasio, opened with his hit "Tití Me Preguntó." He turned the stage into a tribute to Puerto Rican culture, complete with images of sugarcane fields. Lady Gaga and Ricky Martin, two of the biggest stars in the world, were also there, which made the show even more appealing to people all over the world.
The artist ended the show with a touchdown, and the football was emblazoned with the phrase "Together, We Are America." This is a very powerful symbol that emphasizes unity and Hispanic-American history. The performance combined cultural pride with a political statement.
Being featured by Zara was a big deal for the fashion world because Zara is one of the few Spanish brands that has designed for a halftime show for the Super Bowl. Zara designed two custom off-white ensembles for Bad Bunny.
The first look, called the "Varsity" look, had a jersey sweatshirt, pants, and tie that were inspired by the NFL. The number 64 and the name Ocasio were on the shirt as a tribute to his mother. The second suit, called a "Power" suit, had big shoulders and loose seams. It was worn during the main part of the performance.
The single color scheme reflected Caribbean influence and helped to reinforce the artist's message of unity. The Adidas "BadBo 1.0" was the artist's first original shoe shape for the brand and completed the look.
The Inditex deal was more than just a fashion collaboration for the retailer; it was a shrewd business move to increase its cultural and business footprint in the U.S., which has been its largest market outside of Spain since 2021.
Written By
Isabella Rossi
Isabella Rossi explores fashion, art, and culture, connecting global trends with deeper social and creative narratives.
