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

Abercrombie & Fitch unveils limited-edition Super Bowl LX collection

Abercrombie & Fitch has revealed its limited-edition Super Bowl LX collection, ahead of the big game on February 8. The complete collection includes six styles for women, men, children, and babies/toddlers, including sweatshirts and t-shirts, retailing between 45 and 150 dollars. One style from the Super Bowl LX collection, a men’s Super Bowl...

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

New Era Cap launches Super Bowl LIX champions collection

International sports and lifestyle brand New Era Cap has launched its Super Bowl LIX champions collection honoring the Philadelphia Eagles. Designed to honor the champions after their triumphant rematch, the collection features the hats worn by players on the field last Sunday, along with those they will don during the victory parade. "Defeating...

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,...

Fashion

New Era Cap launches Super Bowl LVIII Champions Collection

International sports and lifestyle brand New Era Cap has launched its Super Bowl LVIII Champions collection, honoring the Kansas City Chiefs. The official sideline cap for the National Football League (NFL), the collection pays tribute to the champions as they became the first back-to-back Super Bowl champions in 20 years after winning the event...

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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...