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February 18, 2026
After the Super Bowl 2026, there is no doubt that Bad Bunny is a global music icon. But the real story is what he represents beyond the stage: a business powerhouse reshaping branding, culture, and influence.
He’s proving that Latino male superstardom can drive culture and commerce at the highest level—in an arena long dominated by Latina crossover stars like Jennifer Lopez, Shakira, and Selena Gomez—without compromising his identity.
Here’s a deep dive into the brand partnerships that define Bad Bunny’s massive commercial footprint.
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Bad Bunny and Adidas
Bad Bunny’s fashion partnerships are a masterclass in cultural leverage—turning style into measurable brand value on a global scale. Adidas has been his longest-running collaborator, with the relationship dating back to 2021 and evolving from limited drops into a full-fledged creative universe.
That universe just hit a
Bad Bunny showcases one of his distinctive signature fashion looks
new milestone with BadBo 1.0, his first signature shoe with adidas. After a buzzy rollout tied to his Grammy momentum, Bad Bunny used the Super Bowl LX halftime stage to debut an all-white colorway—a move that instantly fused performance, product, and hype into one moment. And the impact was immediate: Launchmetrics data cited by Vogue and WWD shows adidas generated about $1.6M in Media Impact Value (MIV) from the halftime moment alone.
Beyond BadBo, his adidas run has become a true catalogue: since 2021, he’s delivered at least eight sneaker drops/releases with adidas. Each Adidas product launch typically generates $15-25 million in gross retail sales. His sneakers sell out within minutes of release every single time. The authenticity factor creates organic promotional value that extends well beyond contract obligations.
Calvin Klein
In 2025, Bad Bunny teamed up with Calvin Klein for a high-impact underwear campaign that quickly dominated headlines and social media timelines. The campaign visuals showcased his signature sensual and confident self-expression.
This resonated strongly with global youth culture. Moreover, this steered the wheel towards redefining modern Latino masculinity in mainstream fashion. Within just 48 hours, the partnership had generated more than $8 million in media impact value. This made it one of the year’s most talked-about celebrity brand collaborations.
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Shot in Puerto Rico, the campaign garnered 3.7 million likes and 56 million video views. His raw, expressive imagery pushed Calvin Klein further into contemporary cultural conversations and expanded representation in global advertising.
Gucci and Crocs Partnerships
Bad Bunny has moved seamlessly between luxury brands, fashion, and streetwear collaborations. His Gucci partnerships began in 2023 with an airport campaign that featured Kendall Jenner.
The Crocs collaboration became his most unexpected success story by far. The glow-in-the-dark white clogs sold out globally. They were going for $60, and now they resell for up to $265 online. The Crocs featured jibbitz charms, including the iconic bunny and stars.
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Cheetos and Corona Beer
Bad Bunny’s food and beverage partnerships have brilliantly demonstrated his marketing versatility. The Cheetos “Deja Tu Huella” campaign included a $500,000 commitment to the Hispanic community. The initiative launched during the 2020 American Music Awards went viral.
Fans learned he was filming in Boyle Heights and swarmed the filming location. It encouraged Latinos to leave their mark on culture and arts.
Corona beer signed Bad Bunny for their “La Vida Más Fina” campaign. The campaign celebrated Corona’s Hispanic heritage and the growingLatino population. One memorable spot featured Snoop Dogg calling Bad Bunny through a conch shell.
The Super Bowl Performance
Bad Bunny’s February 2026 Super Bowl halftime show became a branding masterclass. His performance generated $170M in media value. This ultimately represented 38.81% of the event’s total impact. Zara had Bad Bunny on a cream-on-cream with his family name, honoring his late uncle.
The NFL halftime show doesn’t pay performers beyond union scale wages. However, as one of the biggest stages in the world, the exposuredrives massive streaming spikes and brand activation opportunities. Industry expects that the performance added an additional $3-5 million to his net worth.
The Bottom Line on Bad Bunny’s Brand Empire
Because of strategic brand partnerships across fashion, food, and entertainment industries, his estimated $100 million net worth reflects smart partnership choices and authentic cultural representation. Never does he compromise his Puerto Rican identity for commercial opportunities.
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As Bad Bunny continues to expand his empire, brands will compete for partnerships. His influence shows no signs of slowing down this year. The future promises even more innovative collaborations from the icon.
For years, Latina women carried the burden of cultural crossover success. They opened doors to global corporate partnerships in music and fashion. Representation for Latino men at similar branding levels, however, has remained limited.
Now, with Bad Bunny, a new era may be dawning for Latino male visibility. He is showing that masculinity can be expressive, stylish, and culturally rooted.
Image Source: UrbanGeekz
