Adidas sees jump in interest after Bad Bunny’s Super Bowl performance

The SuperBowl LX halftime show, broadcast to more than 120 million viewers globally, became the ideal launchpad for BadBo 1.0. Bad Bunny stepped onto the Super Bowl LX halftime stage on February 8, 2026, at Levi’s Stadium wearing his first signature sneaker with Adidas, the BadBo 1.0, in a crisp white colourway that matched his head-to-toe cream outfit.

The BadBo 1.0 marks Bad Bunny’s first official signature sneaker with Adidas, following previous collaborative releases between the artist and the company.

Adding to the visibility, Bad Bunny’s background dancers also wore Adidas footwear throughout the set. They were spotted in white and black Sambas and Bad Bunny’s own Adidas Ballerina sneaker also in black-and-white. This coordinated placement across the entire performance group amplified the brand’s presence on one of the world’s largest live stages.

As per databutmakeitfashion, Adidas experienced roughly a 20% jump in brand searches and interest right after the halftime show. The spike reflects the immediate online buzz generated by the event’s massive global audience.

Adidas made the white BadBo 1.0 available globally on February 9, 2026, at $160 through its website, the CONFIRMED app, and select retailers.

The hype around the BadBo 1.0 had already been building days earlier. On February 2, 2026, the morning after Bad Bunny’s historic 2026 Grammy wins, where he took home three awards, Adidas surprise-released a limited-edition brown colourway of just 1,994 pairs, a deliberate nod to Bad Bunny’s birth year (1994). Each pair was individually numbered, and the heel featured embroidered “1994” detailing. Priced at $160, the drop sold out within a few hours. This limited initial release created immediate hype and anticipation for the broader rollout.

At the same time, Bad Bunny’s music itself saw dramatic increases in engagement across streaming platforms in the period following the Super Bowl. According to Luminate, in the United States, streams spiked by more than 175 % compared to the week before, underscoring how the performance influenced interest across both creative and commercial domains.

The coordinated visibility across Bad Bunny and his dancers, combined with the strategic timing of these drops tied to major cultural milestones like the Grammys and Super Bowl, illustrates how high-profile events can quickly drive measurable online engagement and increase demand.