Pakistani fashion brand FOUND’s accessories were seen worn on stage by Bad Bunny after the Super Bowl, following an earlier near-selection to dress the artist for the halftime show.

Videos circulating online after the event showed Bad Bunny wearing custom pieces by FOUND during a stage appearance. The development came days after the Lahore-based brand disclosed that it had been in contention to design accessories for the Super Bowl halftime performance, a task that ultimately went to Spanish brand Zara.

FOUND had shared that it custom-designed a set of accessories intended for the Super Bowl stage. These included hats, gloves and related pieces featuring hand embroidery. The brand said the items were produced in Lahore under a short timeline and shipped internationally ahead of the performance.

Creative director Faraz Zaidi described the near selection in an Instagram post, writing, “‘Almost’ stories rarely matter. It only counts when you land it.” He added, “We custom-designed sets for Bad Bunny that almost made it to the Super Bowl stage.”

According to FOUND, a press release had been prepared in advance of the halftime show. “We had a press release locked and loaded, ready to go the second the halftime show hit,” the brand said, adding that the direction shifted in the final days before the performance. “Somewhere in the final days, the direction shifted. Ultimately, Zara won the bid for the full look.”

In an interview with Dazed, Zaidi said the Super Bowl work was part of a longer collaboration with the artist’s team. “Over the past year, we’ve been working closely with Bad Bunny’s stylist, Storm Pablo, on a series of custom, hand-embroidered accessories created for his tour performances,” he said. “Over time, those pieces became something of a uniform, worn consistently by him across multiple shows. The Super Bowl moment was an extension of that ongoing relationship and creative dialogue.”

Explaining the design approach, Zaidi said, “I approached these pieces through a similar lens in the blend of workwear and ornamentation, using heavyweight cotton twills and canvas as a foundation, then contrasting those materials with intricate hand embroidery inspired by South Asian techniques.”

On the final decision, Zaidi said the team learned of the outcome only once the performance began. “We had our fingers crossed right up until the moment the show began,” he said. “Our focus was on making sure the pieces were created and delivered on time, which they were.”

FOUND said it chose to share the experience publicly to reflect the process behind large-scale collaborations. “There’s near misses that should be equally held,” the brand said, adding that it thanked the artist’s team for the opportunity. Stylist Storm Pablo responded in the comments, thanking the label for the garments.