On Sunday, February 8, Bad Bunny performed a historic performance at the Super Bowl, for doing it entirely in Spanish, for its production and for its message. He gave a spectacle that could have various consequences. And one of them is being seen on second-hand platforms with the sale of the outfit she wore during the show.
The Puerto Rican singer wore a white suit that emulated the typical American football kit and was designed by Zara. The outfit consisted of pants, a collared shirt and tie, and a quarterback-style number with the number 64, which could allude to the year of birth of the artist’s mother, along with the surname Ocasio, the one relating precisely to his mother. The look, which in other moments of the show included a white jacket, was styled by stylists Storm Pablo and Marvin Douglas Linares, with whom Bad Bunny has previously collaborated.
As a gesture towards the brand, Bad Bunny and his team gave away hundreds of these t-shirts to the workers at the Inditex head office in Arteixo (A Coruña). The detail also included a letter, with the following text: “Thank you for the time, talent and heart you put into this. Thanks for making it real. This show was also yours. I hope you enjoy it. See you soon!”.
Some of the professionals have shared photos and videos of the detail and the way in which the team celebrated it on social networks. But others have gone one step further and have uploaded the garment to second-hand platforms, such as Vinted or Wallapop. There are several advertisements that can already be seen in these spaces, which seek to do business and sell the exclusive item to the artist’s fans.
The average price they request is around €1,000, although there are some that have published the garment at a price of less than €600, while others raise it to €30,000. With this move, Zara employees who have put their t-shirts on sale hope to capitalize on the fact that they are practically unique items and are not sold in the brand’s store, either online or physically. In fact, some ads include the letter for sale along with the t-shirt.
Beyond the economic benefit that those who sell the t-shirts may obtain individually, Zara may also benefit from the social phenomenon generated around Bad Bunny’s performance at the Super Bowl. The Spanish brand has been exposed to a massive audience and has done so in a market in which it still has significant room for growth. Super Bowl 60 averaged 124.9 million viewers on NBC, Peacock, Telemundo, NBC Sports Digital and NFL+, according to official data from Nielsen, making it the second most watched edition in history, only behind the 127.7 million registered in 2025. And Bad Bunny’s Halftime Show had an average of 128.2 million viewers and generated a record of 4 billion social views in 24 hours.
Thus, Bad Bunny has given organic visibility to Zara and has also reinforced it in certain attributes. It has raised its notoriety, its cultural relevance, its perception of exclusivity and its innovative nature, in addition to linking it to values such as the defense of diversity or inclusion. It is a powerful marketing move that expands the conversation around Zara and could have a greater impact on the brand and the business than any campaign, both in the short and long term.
