With over 120 million viewers annually, the Super Bowl is America’s largest sporting event, uniting fans of all ages and backgrounds. However, the game’s influence extends beyond the sports world. Most notably, the halftime show performance has evolved into a cultural phenomenon, providing entertainers with the platform to influence pop culture in unprecedented ways. It also offers a unique marketing opportunity for brands eager to gain more exposure. From creating new trends to revitalizing past styles, the Super Bowl has undoubtedly had a powerful influence on the fashion world.
Super Bowl 60: Bad Bunny
At Super Bowl 60, artist Bad Bunny wore a monochromatic cream outfit custom-designed by Zara. The brand also dressed the backup dancers, band and orchestra. This fashion choice caught the attention of many, who praised Zara’s affordability and accessibility. Fans considered it a breath of fresh air compared to the luxury fashion houses that usually dress halftime performers. However, others questioned the brand’s history of fast fashion concerns, such as sustainability and overproduction.
Bad Bunny’s halftime performance generated $3.1 million in brand value for Zara, and similar Zara T-shirts have circulated on international resale platforms, selling for up to 30,000 euros.
Bad Bunny also debuted the all-white version of his Adidas x BadBo 1.0 sneaker during his performance. As a result, Adidas generated $1.6 million in media impact value. This media impact value metric measures the monetary value of a brand’s social media and article mentions.
Super Bowl LIX: Kendrick Lamar
Just one year prior, the Super Bowl was the catalyst for another viral fashion trend: bootcut jeans. Designed by Celine, the $1,300 bootcut jeans worn by halftime performer Kendrick Lamar sparked discussions across social media platforms. Many referenced his performance when analyzing the ever-evolving nature of denim trends and the difference in how we perceive certain styles. Brands such as Urban Outfitters and PacSun quickly hopped on trend, promoting more affordable versions of the bootcut jeans worn during the show.
In just 36 hours after the Super Bowl, Lamar’s jeans increased Celine’s media impact value by $2.3 million. His Nike sneakers created a similar effect, increasing Nike’s media impact value by $1.69 million.
Super Bowl LVII: Rihanna
To truly understand the impact of Super Bowl fashion, we must explore how Rihanna’s performance influenced style trends. She wore a pair of Maison Margiela MM6 x Salomon Cross Low sneakers, which caused the phrase “Rihanna shoes” to be searched over 5,000 times during her 13-minute performance. Similarly, searches for “red sneakers” spiked by more than 136 percent.
Rihanna’s makeup company, Fenty Beauty, also experienced surges in popularity following the halftime show. After Rihanna strategically reapplied Fenty Beauty setting powder mid-performance, Google searches for Fenty Beauty increased by 883 percent, generating over $5 million in media impact value for the brand within the first 12 hours.
Once an event solely focused on sports, the Super Bowl has transformed into a driving force for viral fashion moments that shape the trends we see from the streets to the runways. As social media continues to expand its reach, this influence will only continue to grow.
What is your favorite Super Bowl fashion trend? Tag us, @VALLEYmag, and let us know!
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