Bad Bunny‘s halftime show at Super Bowl LX on Sunday turned out to be quite lucrative for Adidas, as the athletic brand generated $1.6 million in media impact value (MIV) thanks to the performance, according to Launchmetrics.
Bad Bunny performs onstage at Super Bowl LX.
Christopher Polk/Billboard
Bad Bunny notably debuted the all-white colorway of his Adidas x BadBo 1.0 sneaker, his first signature shoe with Adidas, during his performance. Capitalizing on the popularity of the mini concert, dubbed “Benito Bowl,” Adidas then surprise released the new colorway on Monday. The sneaker brings together premium materials and experimental design, featuring nubuck and hairy teasel suede uppers, an EVA midsole and a translucent rubber outsole in addition to a new BadBo logo inspired by the Puerto Rico flag.
Not only did Bad Bunny wear his own shoe during the Super Bowl, but his dancers wore Adidas sneakers as well, specifically white and black Sambas and Bad Bunny’s Ballerina Adidas sneaker, also in white and black.
Adidas Bad Bo 1.0 in white.
The BadBo 1.0 launched in brown and white on Feb. 2, the day after Bad Bunny won three Grammys, and then he showed off a black and white colorway called “Rise” during a press conference on Thursday. The first release included only 1,994 pairs (nodding to the year Bad Bunny was born), while details on the release “Rise” option have yet to be revealed. Adidas and Bad Bunny have been collaborating since 2021, remaking models like the Gazelle and Adizero SL 72, among several others.
Bad Bunny was dressed in custom Zara for the Super Bowl, which generated $3.1 million in MIV. He also wore an Audemars Piguet watch, which brought in $609,000 in MIV. Launchmetrics reports that mentions of Bad Bunny drove 39 percent of all Super Bowl coverage, creating $170 million in MIV within 12 hours of the broadcast. Comparatively, in 2023, Rihanna drove 27 percent of Super Bowl coverage in the same span of time.
Launchmetrics also shared that the top-performing Super Bowl post was shared by the NFL and featured the halftime performance, bringing in $2 million in MIV from one post.