Photo: Ceremony of Roses

By Jael Rucker: Published: January 24, 2026

NEW YORK, NY —The intersection of global reggaeton and gridiron culture has officially arrived. Ahead of Bad Bunny’s Apple Music Super Bowl LX Halftime Show, the NFL has unveiled a two-part merchandise collection that blends football, music, and culture, the first part of which has just dropped. This inaugural release serves as a sartorial tribute to the Puerto Rican singer’s creative identity, blended with the rigid tradition of all 32 NFL franchises, and was designed in collaboration with Ceremony of Roses. The limited-edition “Concho” capsules each capture a defining moment in Bad Bunny’s journey to the Super Bowl LX stage: the fans and the performance. This also marks the first time official NFL-licensed Super Bowl merchandise features Spanish translations of Super Bowl branding.

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The “Hardware” Audit: Material & Design

Photo: Ceremony of Roses

Unlike standard league merch, the “Concho” capsule focuses on high-fidelity graphics and technical versatility. The collection centers around “Concho,” the Puerto Rican toad that has become a recurring motif in Benito’s visual archive.

• Apparel Construction: The collection features heavyweight hooded sweaters and graphic t-shirts utilizing a premium cotton blend designed for structured drape and durability.

• Technical Embroidery: New Era headwear within the capsule features raised 3D embroidery, merging team-specific typography with the iconic Bad Bunny “Eye” and “Concho” branding.
• The Blueprint: For the first time in league history, official Super Bowl licensed merchandise features Spanish translations of Super Bowl branding—a significant cultural ROI for the league’s global expansion.

The Checklist: Items & Pricing

Item	Technical Highlight	Retail Availability
Hooded Sweaters	Heavyweight fleece with dual-branded sleeve hits	Available Now
Graphic T-Shirts	Screen-printed “Concho” team gear (All 32 Teams)	Available Now
New Era Headwear	59FIFTY and 9FORTY silhouettes with 3D stitching	Available Now
Concho Keychain	Collectible plushie featuring team-specific gear	Available Now

ROI & Stockists

This collection is expected to have a high secondary market “hold” value due to its tie-in with the San Francisco Super Bowl and Bad Bunny’s debut halftime show.

• Release Date: January 24, 2026 (Capsule 1) / February 8, 2026 (Capsule 2).
• Where to Buy: Official pre-orders are live via Fanatics.com, NFLShop.com, and elsupertazon.com. Limited physical stock will be available at the “NFL Shop Presented by Visa” in San Francisco during the Super Bowl Experience.

Author Bio

Jael Rucker is the founder of Decked Out Magazine. She has previously worked as the Associate Commerce Editor at PureWow, focusing on analytics and trends to pitch stories and optimize articles that build and engage their audience. Her work has also been seen in Footwear News and WWD. Prior to 2024, she was the style and pop culture editor at ONE37pm for over three years, contributing numerous product reviews, brand profiles and fashion trend reports, which included interviewing Steph Curry, Snoop Dogg and more.