FashionUnited presents a retrospective on iconic fashion commercials that have graced the Super Bowl screens over the years, as well as a glimpse into what's to come for the 2024 game.
1987: Foot Locker
Foot Locker made history as the first sports fashion brand to secure a spot on the Super Bowl ad roster in 1987, paving the way for glitzy ads in the midst of the game's regulars like Bud Light and RC Cola. Their ad depicted a futuristic football game set in space, showcasing players in out-of-this-world gear floating through a galactic-like pitch.
1992: Nike Air Jordan
Nike's 1992 Super Bowl commercial featuring Looney Tunes characters teaming up with Michael Jordan preceded the cult classic film "Space Jam" by four years. In the comedic clip, Bugs Bunny, equipped with Air Jordan sneakers, outplays overpowering basketball players with the help of Jordan himself.
1993: Lee
Lee's 1993 Super Bowl ad starring actor Alan Cumming introduced celebrities as integral parts of commercials. The ad depicted Cumming's character's comedic mishap while trying on jeans, highlighting Lee's relaxed fit jeans as an easy, slip-on alternative to regular styles.
1995: Nike
Nike's 1995 Super Bowl spot, featuring the late actor Dennis Hopper passionately professing his love for American football in front of the Nike logo, is considered one of the best Super Bowl commercials of all time.
1999: Victoria’s Secret
Victoria’s Secret broke ground in 1999, introducing a new fashion category to Super Bowl ads. Their ad, featuring former ‘Angels’ Tyra Banks and Stephanie Seymour, promoted the brand’s first-ever live-streamed fashion show, drawing 1.5 million viewers shortly after the football game.
2003: Hanes
In 2003, Hanes enlisted Michael Jordan and Jackie Chan for a commercial showcasing tagless T-shirts, reflecting the increasing seriousness and budget of Super Bowl ad placements.
2003: Levi’s
Levi's entered the Super Bowl scene in 2003 with an ad featuring its Type 1 jeans. Despite the ad's cinematic appeal, the jeans were discontinued two years later, with marketing cited as a possible reason for their failure.
2003: Reebok
Reebok launched its ‘Terry Tate: Office Linebacker’ series during Super Bowl XXXVII in 2003. Despite doubts about its success, the series became one of the most downloaded campaigns in Super Bowl history.
2011: Skechers
Skechers' 2011 Super Bowl ad, featuring Kim Kardashian, used tongue-in-cheek humor to promote the brand's Shape-Ups footwear. However, the company later faced lawsuits over the ad's claims.
2012: H&M
H&M debuted in the Super Bowl in 2012 with a commercial featuring David Beckham's bodywear line. The ad's social media performance was notable, with initial engagement reaching 109,000 comments.
2012: Skechers
Skechers returned to the Super Bowl in 2012 with an ad featuring a French bulldog named ‘Mr. Quiggly’, aiming to leverage social media to boost its visibility.
2013: Calvin Klein
Calvin Klein made its Super Bowl debut in 2013 with a campaign showcasing its men’s product line. The high-profile ad signaled the brand's commitment to its unified brand vision.
2014: H&M
H&M returned to the Super Bowl in 2014 with another ad featuring David Beckham's bodywear collection. This ad introduced an interactive shoppable feature for Samsung Smart TV viewers.
2016: Victoria’s Secret
Victoria’s Secret promoted its Super Bowl campaign ahead of the game’s 50th anniversary, featuring iconic ‘Angels’ in a humorous American football-themed video.
2016: Marmot
Marmot's 2016 Super Bowl ad, portraying a quirky relationship between a man and a marmot, sparked mixed reactions from viewers, with some interpreting it as homophobic.
2023: Skechers
Skechers returned to the Super Bowl in 2023 with Snoop Dogg as the face of its 'All Walks of Life' campaign, showcasing its Hands Free Slip-Ins collection.
2023: Temu
Despite controversy, Temu secured slots for two ads during the 2023 Super Bowl, promoting its e-commerce platform with a focus on luxury shopping.
2023: Rakuten
Rakuten's 2023 Super Bowl ad featured a reimagining of the iconic film "Clueless," aiming to establish the brand's presence in the US market.
2024: Temu
Temu has confirmed its participation in the 2024 Super Bowl, revealed in a recent lawsuit against rival Shein for alleged anti-competitive practices.
