Inside hours of the information that Huge Bunny could be headlining Tremendous Bowl LX’s halftime present at Levi’s Stadium, internet watchers at Reserving.com blinked twice at their laptop computer screens. The variety of searches for locations to remain in Santa Clara, Calif., had jumped by 501% in comparison with final yr.
The net journey platform referred to this phenomenon as “the Bunny impact.”
Name it what you’ll, different manufacturers have been conscious of it for years. Since 2020, when the 31-year-old musician’s El Último Tour Del Mundo turned the primary Spanish-language album to take the highest spot on the Billboard 200, Unhealthy Bunny (delivery title Benito Antonio Martínez Ocasio) has been a scorching ticket for manufacturers searching for endorsers.
Celebs bag endorsement offers on a regular basis, however Unhealthy Bunny’s attributes make him particularly engaging for manufacturers trying to attain a younger, and more and more various, viewers.
Bunny’s vary of musical influences—Latin entice, reggaeton, bomba, merengue, and Dominican bachata, to call just a few—is matched solely by the array of all the pieces else he’s good at. When he’s not performing, Unhealthy Bunny is a document producer, actor, wrestler, activist, philanthropist, and vogue icon. That his “fashion transcends boundaries” is one purpose Adidas gave for partnering with him.
Unhealthy Bunny’s stance on social points additionally make him a particular advertising and marketing companion, particularly for manufacturers attempting to succeed in traditionally marginalized teams. Proudly and irrepressibly Puerto Rican (“That is for my individuals, my tradition, and our historical past,” he stated about his Tremendous Bowl gig), Bunny is unafraid to tackle points starting from the results of gentrification to LGBTQ+ rights.
This package deal has allowed Bunny to be choosy in the case of the model he’ll work with.
“It’s not concerning the cash on a regular basis,” he stated in an interview final yr. “It’s about how a lot I like the model and the way a lot they’re going to respect my creativity.”
Beneath, 5 manufacturers that made the grade, and what he did for them.
Calvin Klein
Calvin Klein
In March, Unhealthy Bunny ditched most of his press-worthy threads to pose in a pair of Calvin Klein’s Icon Cotton Stretch Low Rise Trunks. With ample muscle groups and tats, he simply gained admittance to CK’s secure of hunks together with Michael B. Jordan, Shawn Mendes, Justin Bieber, and Mark Wahlberg. Shot in Puerto Rico, the spot options Unhealthy Bunny’s music EoO. “The simplest and most impactful approach for me to place my signature on any undertaking is all the time by way of music,” he instructed GQ.
Adidas
Adidas
Shortly after athleticwear colossus introduced a long-term partnership with him in March of 2021, Unhealthy Bunny launched a sneaker known as The First Café, a court docket shoe with brown hues meant to evoke the café con leche he drinks each morning. Removed from a case of title slapping, Bunny’s is a hands-on collaboration whose creations take pains to mirror his heritage. The Paso Fino sneaker from final yr’s Adidas x Unhealthy Bunny Response CL line, for instance, featured layered, undulating suede trim that evoked the terrain of Puerto Rico’s Cordillera Central mountain vary. His Gazelle Indoor Metropolis assortment included a inexperienced sneaker known as El Yunque, after the island’s rainforest.
Corona
Corona Additional
In 2019, live performance sequence Corona Estéreo Seaside sponsored Unhealthy Bunny’s X100PRE tour. The next yr, he signed on because the face of a Corona marketing campaign titled “La Vida Más Fina.” (The positive life.) In line with the corporate, the Spanish slogan “symboliz[es] a heightened recognition of Corona’s heritage and rising Hispanic inhabitants in the US,” whereas Bunny stated he favored how the marketing campaign “stays true to Corona’s Hispanic roots.” In a single spot, Snoop Dogg picks up a ringing conch shell with Unhealthy Bunny on the road, talking right into a scallop. “The way you livin’, Bunny?” Snoop asks, to which Bunny responds: “Esta es La Buena Vida, child.”
Gucci
In September 2023, Unhealthy Bunny’s affiliation with Gucci started when he and Kendall Jenner (a romantic merchandise since February of that yr) strutted by way of an airport carrying a fortune in Gucci’s Valigeria baggage, tailed by vogue photographer Anthony Seklaoui. The couple was splitsville by December, however Unhealthy Bunny was again in entrance of Gucci’s cameras in April 2024—once more on the airport, this time hefting the baggage on his personal. Gucci company didn’t have a lot to say formally about this collaboration other than an X put up proclaiming “Huge Bunny takes a visit.” Mr. Bunny additionally took to the stage on his “Most Needed” tour final yr decked out in Gucci, right down to the Jackie bag.
Crocs
One other instance of Unhealthy Bunny’s affect on the manufacturers he collaborates with are his 2020 special-edition, glow-in-the-dark Crocs Jibbitz charms (notably the bunny head plucked from the YHLQMDLG album) that the performer designed himself. Crocs president Michelle Poole instructed the New York Occasions that the corporate had already noticed Unhealthy Bunny carrying the footwear each on stage and in music movies. Bunny described himself as a “longtime fan” of Crocs. The gathering bought out in 16 minutes. Followers who missed out can nonetheless discover the Crocs within the aftermarket for a tad greater than their $59.99 asking value. At press time, eBay listed an unworn pair for $349.99.
