adidas Unveils Bad Bunny’s BadBo 1.0 in Blank Canvas White

adidas Originals and Bad Bunny have pushed their latest partnership chapter with the “BadBo.” message, framing the campaign around identity and the idea that you don’t have to pick a single future for yourself. Days later, adidas confirmed the larger context: Bad Bunny is set to debut the BadBo 1.0 in white during the Super Bowl LX halftime performance, which adidas is positioning as the first ever global release of the BadBo silhouette.

The Idea

The creative direction puts the message ahead of the product, framing the signature as a platform for self definition. adidas then formalizes that idea in its campaign language, tying BadBo to creative freedom and self expression.

What adidas is Actually Launching

adidas says BadBo 1.0 is Bad Bunny’s first signature shoe with the brand, and that the white colorway is set to be the silhouette’s first global release. It frames the all white execution as a fresh start and a blank canvas, tying the color choice to the campaign’s open ended identity message.

Why It Matters

After years of collaborator driven remixes, a signature model is the clearest signal of long term intent, because it shifts the partnership from reinterpretation to authorship. Pairing a signature shoe with an identity-first message lines up with where celebrity and athlete footwear marketing is going this season. adidas frames BadBo around ‘creative freedom and self expression’ and the idea that identity isn’t fixed to a single definition, which gives the silhouette a worldview before consumers ever get deep into specs.

Nike has used a similar identity language approach in signature basketball, describing Sabrina Ionescu’s Sabrina 2 as infused with personal design cues tied to her name and background, and even framing select details as an affirmation to help the next generation ‘see themselves’ in the shoe. In that context, BadBo isn’t tied to one aesthetic. It’s positioned to move between sport cues and daily wear.

What to Watch Next

adidas calls this “a new chapter” in the adidas Originals and Bad Bunny partnership, which suggests more than one colorway or activation, even if the brand hasn’t detailed the full rollout here. For fans, the clean takeaway is that ‘BadBo.’ isn’t just a slogan, it’s adidas and Bad Bunny trying to define the signature’s purpose before the product details do all the talking.