Super Bowl news and archive

When the moment is the message: fashion marketing at sports’ biggest stages

Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...

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Business

Bad Bunny and Zara dethrone Rihanna to become artist with greatest impact in Super Bowl history

There is currently no space, physical or virtual, worldwide where the historic performance of Puerto Rican singer Bad Bunny during the 2026 Super Bowl halftime show is not being discussed. What might seem like a personal impression is, in fact, a confirmed reality. The initial economic analyses of the singer's performance last Sunday at Levi's...

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Culture

From high street to halftime: Bad Bunny debuts custom Zara at Super Bowl 2026

Inditex has once again signaled that the United States is its most vital growth frontier. During Super Bowl LX on February 8, 2026, the group’s flagship brand, Zara, took center stage before an audience of millions, dressing halftime headliner Bad Bunny. The appearance marks a historic marketing milestone for the Spanish retailer, aligning it...

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Fashion

Is the NFL Super Bowl evolving into a fashion week?

The National Football League’s annual Super Bowl is no longer just a championship football game; its upcoming showdown between the Seattle Seahawks and the New England Patriots in San Francisco sees the NFL deepening its ties to fashion with a series of fashion shows, designer collaborations, and retail activations. Highlights include American...

Fashion |In Pictures

NFL taps San Francisco-based designers for Origins collection

The National Football League (NFL) has tapped three San Francisco-based brands to create exclusive pieces for its Origins collection for the upcoming Super Bowl. The NFL has handpicked three brands, Aaron De La Cruz, Blvck Scvle, and Nostalgia, which it states are “rooted in the San Francisco Bay Area culture,” and tasked them with designing an...

Fashion |In Pictures

Nike celebrated the power of women’s sport during Super Bowl

Sportswear giant Nike placed women athletes centre stage during the male-dominated Super Bowl LIX, spotlighting stars such as gymnast Jordan Chiles, basketball players Caitlin Clark, A’ja Wilson and Sabrina Ionescu, sprinter Sha’Carri Richardson, and footballer Sophia Wilson. The campaign showcased Nike’s new brand anthem, ‘So Win,’ designed to...

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Business

Kanye West reveals Super Bowl ad brought in nearly 20 million dollars

Controversial rapper and entrepreneur Kanye West has once again made headlines after revealing an unconventional ad during the Super Bowl to promote his merchandise. In the commercial, West is seen filming himself on an iPhone in the back of a vehicle, while calling on viewers to visit his e-commerce store, Yeezy.com, where he said he has “got...

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Fashion

Super Bowl arrivals are fashion's new red carpet

Celebrity arrives at the Super Bowl has become a prominent trend, with fashion brands capitalizsng on the opportunity to dress sports stars and tap into a previously overlooked demographic. Notably, Travis Kelce, the Kansas City Chiefs' tight end, donned a custom Amiri black sequined bouclé suit, while his girlfriend, singer Taylor Swift,...

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Fashion |In Pictures

Usher drops Super Bowl collection with Mitchell & Ness

The NFL has dropped an apparel collection with eight-time Grammy winner Usher and sportswear brand Mitchell & Ness following the singer’s Apple Music Super Bowl LVIII Halftime Show on February 11. The limited edition six-piece collection features new custom graphics across a football jersey, a coaches jacket, T-shirts, hoodies, and crewneck...

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Business|Interview

The past, present and future of the Super Bowl’s multi-million dollar ads

The final line up for the Super Bowl LVIII has been decided. The Kansas City Chiefs and San Francisco 49ers are preparing to face off. For some, this is a cause for celebration – for fans of both the teams and for Taylor Swift, the billionaire Chiefs guest that has become a regular fixture at recent games. For others, while we patiently await...

Fashion

Wife of 49ers fullback Kristin Juszczyk signs NFL deal

Ahead of the Super Bowl LVIII, it has been revealed that Kristin Juszczyk, the wife of fullback Kyle Juszczyk of the San Francisco 49ers, one of the two teams playing this year, has signed a licensing deal with the National Football League (NFL). Juszczyk had been building up a name for herself in the realm of fashion, designing game-day fits...

Fashion |In Pictures

Boss unveils Super Bowl collection with NFL

German fashion brand Boss has unveiled a limited-edition exclusive collection with the National Football League (NFL) celebrating the “spirit and excitement” of the Super Bowl LVIII, which takes place in Las Vegas on February 11. The seven-piece gender-neutral capsule collection features a softly padded piqué jacket, T-shirts in stretch jersey,...