Adidas Preps Bad Bunny Custom Release Ahead of Super Bowl LX

Photo Credit: Jorge Rojas

Ahead of Super Bowl LX – and after selling off all its Yeezy inventory – Adidas is ramping up a long-term partnership with Bad Bunny, who’s preparing to release his first signature shoe under the brand.

Technically, the Puerto Rican artist and the German company have been partnered for about five years. But the collaboration has been kicking into high gear throughout 2025; July brought the global launch of Bad Bunny sneakers that were initially exclusive to Puerto Rico, where Adidas in August organized a “multi-sensory takeover.”

Now, with Bad Bunny scheduled to play the Apple Music-sponsored Super Bowl halftime show – and with a steady stream of controversy driving media exposure – the union is continuing to evolve.

Weeks removed from the halftime-show announcement, photos of the mentioned signature shoe, BadBo 1.0, just recently surfaced. According to Footwear News, the sneakers will mark the Debí Tirar Más Fotos act’s “first original silhouette.”

Though a firm BadBo release date hasn’t yet been disclosed (pre-orders aren’t live, either), it seems safe to say that the company and the artist will capitalize on February’s big game in one way or another.

Furthermore, time will tell whether the deal can ultimately serve as a slow-rebuild opportunity for Adidas in the wake of the well-documented split from Kanye West and Yeezy.

As we reported, Adidas offloaded the remainder of its Yeezy inventory last year, generating, during the first half of 2024 alone, a noteworthy €350 million (currently $405 million), per an earnings breakdown.

Nevertheless, even with the 2024 selloff and a corresponding $200 million revenue hit during Q2 2025, Adidas reported “currency-neutral net sales” growth of 8% in North America for the quarter.

In other words, an expanded Bad Bunny tie-up, on top of potentially factoring into the aforesaid rebuild, could enable the company to accelerate a bit of post-Yeezy momentum in the near term.

Meanwhile, Bad Bunny isn’t Adidas’ only music-world partner; a more than decade-running Pharrell Williams deal is apparently going strong as well. In August, the business and Williams (who doubles as Louis Vuitton’s men’s creative director) dropped their VIRGINIA Adistar Jellyfish sneakers.

Those shoes are priced at $300 per pair on Adidas’ website and, at least for certain sizes and color variations, look to be fetching a lot more than that on Ebay. Separately, one needn’t stretch the imagination to grasp the potential upside of footwear and apparel collabs involving K-pop stars.

Fashion designer Stella McCartney (the daughter of Paul McCartney) has created a number of products for Adidas, and Blackpink’s Jennie, who has a sponsorship pact in place with the company, promoted some of the items earlier in 2025.