Matt Varga Athletes want to be musicians, musicians want to be athletes. Perhaps that “grass is always greener” truism holds less weight now that brands seem willing to venture into any corner of stardom or excellence overall should the opportunity present itself. Brand deals between PUMA and Rose, Reebok and Karol G, Nike and LISA, or On and FKA Twigs each showcase the unexpected, increasingly international texture of the sponsorship landscape.
Of course, we’re burying the lede: especially at the time of this writing, there’s no better example than Bad Bunny and adidas. The multi-hyphenate’s halftime show dovetailed into massive success for his signature shoe in the BadBo 1.0, now commanding sky-high resale prices in its brown colorway and marking instant sell-outs even for the more widely accessible all-white.
Striking while the iron is hot, adidas Originals has now enlisted Mexican singer Peso PLuma into their ranks. While no official press has surfaced detailing exactly what this partnership will entail, it’s unbelievably already underway before the news went public; Peso Pluma is on the slate for the adidas x Willy Chavarria activation at Shoe Palace for All-Star Weekend.
