Some moments feel big, and some feel historic — and then there’s the 2026 Super Bowl Halftime Show. This year, when Bad Bunny took the stage at the Super Bowl, it was more than a performance. It was a cultural statement. Watching him command one of the largest stages in the world entirely in Spanish, rooted fully and unapologetically in Puerto Rican pride, felt monumental. And somehow, beautifully, VidaKush was part of it.
From the very first moment, the performance was layered with symbolism honoring Puerto Rico’s resilience, history, and cultural richness. The staging carried emotional depth, referencing the island’s strength through adversity, including subtle visual metaphors that many interpreted as nods to the massive island-wide power outage that impacted millions. There was a powerful shift from darkness into light woven into the production, symbolizing endurance, rebuilding, and hope. Beyond Puerto Rico, the show extended a unifying message across North America, bridging cultures in a way that felt intentional and humbling. It wasn’t about assimilation — it was about visibility, pride, and shared humanity. The fact that he chose to perform the entire set in Spanish on the Super Bowl stage made the moment even more significant.
Adding to the magnitude of the night, global icon Lady Gaga appeared as a surprise guest performer, delivering a breathtaking rendition of her hit song Die with a Smile reimagined in a Spanish salsa version that felt both nostalgic and completely new. The arrangement blended seamlessly into the Latin-rooted production of the show, honoring the cultural direction of the performance while still allowing her signature theatricality to shine. The transition between her performance and Bad Bunny’s set felt fluid and celebratory, with him powering through his biggest hit songs, each one amplified by the energy of the live crowd and the global audience watching. The collaboration between the two artists elevated the show even further, reinforcing the theme of unity across cultures and genres while keeping Puerto Rican and Latin influence at the forefront.
Our involvement began when the incredibly talented stylist Joey Thao reached out. We’ve had the pleasure of collaborating with Joey before, and he is truly one of the most thoughtful and respectful creatives in the industry. His vision is always strong and clear, but he collaborates in a way that makes the entire process feel seamless. When he explained the aesthetic direction for the dancers, it immediately felt like home for us. The request centered around crosses and rosaries, layers of rich gold necklaces, bold earrings, custom decorated bamboo hoops, thick gold chains for the men, and silhouettes inspired by strong cholita energy. It was spiritually symbolic, street-luxury, deeply Latin — and already embedded in the DNA of VidaKush.
We pulled together an extensive assortment of pieces that embodied that vision, focusing on gold-on-gold textures that would catch the stadium lights and move dynamically with choreography. With so many dancers in constant motion across such a massive stage, it wasn’t always easy to immediately spot every piece during the live broadcast. But once the Getty Images began circulating and we could clearly see our jewelry shining under those lights, it became real in a whole new way. Seeing VidaKush layered into choreography on one of the most watched stages in the world is something we will never forget. The pieces that ended up being used were the Rainbow Fantasy Cross Rosary Necklace, Belvedere Cross Necklace, and then Budded Cross Necklace. All available on the website!
Photo credits: Alexia and Monica backup dancers.
What made this collaboration so seamless was how naturally the style aligned with who we already are. Crosses, rosaries, bamboo hoops, layered chains — these are not fleeting trends for us. They are foundational to our brand identity. The synergy between Joey and the teams creative direction and our existing aesthetic made the entire process feel organic. There was no forcing a vibe; we were already speaking the same language.
On a personal level, this moment meant even more because we are genuine fans. Watching Bad Bunny step onto the Super Bowl stage and remain fully himself, fully Spanish-speaking, fully Puerto Rican, and shine so brightly was inspiring. It was a reminder that cultural authenticity is powerful. Representation is powerful. And staying rooted is powerful.
As a small jewelry brand, being part of such a globally significant event is something we don’t take lightly. To know that VidaKush pieces were woven into a halftime show that celebrated Puerto Rican heritage, acknowledged resilience through hardship, and promoted unity across North America is an honor beyond words. Culture moves fashion, music moves culture, and jewelry carries energy. This year, that energy radiated across millions of screens.
We are endlessly grateful to Joey Thao and the entire creative team for trusting VidaKush with such a monumental moment in history. If you haven’t watched the full performance yet, share it with your friends and family — it’s one for the history books. And we are so proud that, in our own small way, VidaKush got to shine right alongside it.
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Watch the full performance HERE!
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