
For the first time, NFL Super Bowl merchandise incorporates Spanish-language branding, including “Súper Tazón”
Bad Bunny and the National Football League (NFL) have unveiled the “Concho Collection“, a groundbreaking apparel collaboration that fuses sports, fashion, and Latin cultural identity ahead of Super Bowl LX, marking a new chapter in how the league connects with multicultural audiences.
Launching as Bad Bunny prepares to headline the Super Bowl Halftime Show at Levi’s® Stadium on February 8, 2026, the Concho Collection represents one of the most culturally resonant collaborations in NFL history. The initiative goes beyond traditional merchandise, positioning fashion as a storytelling platform and reinforcing the growing influence of Latino culture within the world’s most powerful sports league.
A Strategic Cultural Move for the NFL
The Concho Collection is notable not only for its creative ambition but also for its marketing significance. For the first time, officially licensed NFL Super Bowl merchandise incorporates Spanish-language branding, including the formal use of the term “Súper Tazón”, signaling a deliberate and strategic outreach to Spanish-speaking audiences across the United States, Puerto Rico, and Latin America.
This move reflects a broader shift in the NFL’s brand strategy—one that recognizes the cultural and commercial power of Latino fans and creators, and positions inclusion as a core driver of relevance and growth.
Concho: A Symbol Turned Brand Asset
At the center of the collection is Concho, the animated coquí-inspired character created by Bad Bunny and introduced in his short film Debí Tirar Más Fotos. More than a mascot, Concho represents an endangered species native to Puerto Rico and functions as a symbol of identity, memory, cultural resistance, and belonging.
By integrating Concho across official NFL merchandise, the collaboration transforms a personal artistic symbol into a global cultural asset—bridging music, sports, fashion, and social narrative.

The Collection
The Concho Collection features designs representing all 32 NFL teams, respecting official colors and logos while reimagining them through a contemporary streetwear lens. The first capsule, released on January 24, 2026, includes:
Graphic T-shirts
Oversized hoodies and sweatshirts
New Era® caps
Collectible plush keychains featuring Concho dressed in each team’s uniform
A second drop, titled the Súper Tazón Collection, will launch on February 8, 2026, the day of the Super Bowl, and is expected to include exclusive pieces and limited-edition footwear.
Availability and Pricing
The Concho Collection is available for preorder through official channels including NFLShop.com, Fanatics.com, NewEraCap.com, elsupertazon.com, the New Era App, and select Team Shops.
Pricing reflects the premium nature of the collaboration:
Plush keychains: approx. $40 USD
T-shirts: $55 USD
Caps: $60 USD
Hoodies: up to $100 USD
Due to its limited-edition status, several items have already generated high demand among NFL fans and Bad Bunny’s global audience.
Marketing Impact Beyond the Game
More than a merchandising launch, the Concho Collection sets a new benchmark for sports marketing at the Super Bowl level, demonstrating how leagues can collaborate with artists to create culturally authentic, emotionally driven products that resonate beyond game day.
As Bad Bunny continues to expand his influence beyond music—into fashion, identity, and global culture—the NFL Concho Collection stands as a case study in how brands can evolve by embracing storytelling, representation, and cultural relevance.
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