Super Bowl: Where Gridiron Meets Runway
Halftime Extravaganza: Fashion on the World Stage
This year's Super Bowl halftime performance witnessed a groundbreaking moment as Bad Bunny became the first artist to perform entirely in Spanish. His ensemble, a football-inspired creation by Zara, a high-street brand, contrasted sharply with his recent Grammys attire by Schiaparelli. He also debuted a new colorway of his Adidas collaboration, the BadBo 1.0 sneaker. Lady Gaga later joined him on stage, resplendent in custom Luar, further solidifying the performance's fashion credentials.
Pre-Game Style and Tributes
Before the main event, Coco Jones paid tribute to Whitney Houston during her rendition of “Lift Every Voice and Sing,” donning a Karl Kani outfit reminiscent of Houston's 1991 Super Bowl tracksuit. Brandi Carlile, performing “America, the Beautiful,” chose Thom Browne, a designer who had just showcased his Spring/Summer 2026 collection in San Francisco, linking the worlds of music, patriotism, and high fashion.
The Evolution of Super Bowl Fashion Engagement
Building on last year's trend, which saw the Bode Rec. fashion show at the inaugural GQ Bowl and Kendrick Lamar's viral Celine jeans at halftime, this year's Super Bowl weekend saw an even greater fashion presence. It began to feel akin to a mini-fashion week, with two significant fashion shows preceding Sunday's game. Thom Browne presented his fall/winter 2026 collection at the second annual GQ Bowl, and Abercrombie, the NFL’s official fashion partner, hosted a presentation featuring NFL players like Christian McCaffrey and CeeDee Lamb, blending sports and style in an unprecedented way.
Beyond Commercials: Innovative Brand Strategies
While traditional Super Bowl commercial slots continue to attract brands like Tecovas and Elf beauty, their exorbitant cost, reaching up to $10 million, prompts many to seek alternative engagement methods. As the lines between fashion and sports blur, brands are exploring creative avenues to tap into the event's massive reach. The NFL's fashion editor, Kyle Smith, notes the increasing variety of fashion activations, transforming the Super Bowl into a diverse platform for brand celebration.
Cost-Effectiveness and Broader Exposure Through Fashion Shows
Daniel-Yaw Miller, a sports and fashion journalist, emphasizes the novelty and effectiveness of hosting fashion shows during Super Bowl weekend. Such events offer more intimate and cost-efficient exposure compared to a fleeting 30-second commercial. Brands can connect with a different audience and generate significant buzz, as exemplified by Bad Bunny's choice of Zara, which, despite not paying for a slot, garnered immense attention and sparked widespread discussion about luxury versus accessibility in fashion.
The Strategic Alliance of NFL and Fashion
The NFL has consciously fostered a deeper connection with the fashion industry, a long-term strategic endeavor, according to Miller. This includes forming partnerships with brands like Abercrombie and having athletes attend and participate in fashion events. This deliberate effort has made the fashion industry more receptive to collaborations with football, turning athletes into potential brand ambassadors and sporting events into prime activation spots for top fashion brands seeking new consumer demographics and commercial partners.
Meeting Consumers Where They Are: The Power of Authenticity
Carey Krug, CMO of Abercrombie, highlights the importance of being part of moments people genuinely care about, citing the NFL's extensive reach. She notes that the Super Bowl, as a live, unscripted, and emotionally charged cultural event, offers an authentic platform in an age of AI and manufactured realities. Kyle Smith, NFL's fashion editor, observed a real-time shift in fan reactions, particularly among Gen Z, who seamlessly embrace both fashion and sports interests, underscoring a broad and receptive audience.
Star Power and Broad Appeal at Super Bowl Events
The Super Bowl attracts a star-studded audience, from Jay Z and Kim Kardashian to Roger Federer and the Biebers, providing unparalleled opportunities for brands to engage with celebrities and athletes. Emma Roberts, Kehlani, and Saweetie graced the Abercrombie show, while Teyana Taylor and Myha'la attended Thom Browne's presentation, illustrating the event's magnetic pull. However, fashion brands must strike a balance, avoiding overly niche presentations to engage the diverse Super Bowl audience effectively, unlike traditional fashion shows that cater to a specific industry crowd.
Innovative Approaches: Presentations vs. Runways
This past Super Bowl weekend showcased varied approaches to fashion engagement. Abercrombie opted for a presentation format, inspired by the "Tunnel Walk" where athletes have become influential style icons. In contrast, Thom Browne staged a traditional runway show at the GQ Bowl, even unveiling a surprise Asics collaboration. Daniel-Yaw Miller lauded Abercrombie's presentation as well-curated and effective, especially with its integration of NFL players and their partners, reflecting a strategic alignment with the NFL's marketing initiatives.
Maximizing Impact: Beyond Game Day Buzz
While Super Bowl weekend generates substantial buzz, Hill cautions that no event can rival the game's viewership. The week leading up to the Super Bowl is also crowded with activities, necessitating brands to create highly engaging, "eventized" shows to stand out. The GQ Bowl, with its red carpet, runway, and after-party, exemplifies a successful model for maximizing brand impact. Miller suggests that smart brands will increasingly leverage such existing, fashion-friendly infrastructures to tap into the Super Bowl's immense appeal, avoiding the complexities of planning independent events.
Future Outlook: Los Angeles and Beyond
The strong appetite for fashion surrounding the Super Bowl suggests an even greater industry presence in future years. Smith anticipates an even larger spectacle for next year's event in Los Angeles, a city deeply entrenched in fashion and home to numerous fashion brands. This year's activations are serving as a blueprint for brands planning to capitalize on the Super Bowl's unique platform, promising an exciting evolution of fashion's role in this monumental sporting event.