Centering Culture: How Bad Bunny’s PR Strategy Reshapes Latinx Narrative

As a PR professional, authentic representation in the advertising and public relations industry is crucial to me. It doesn’t serve as a trend, but proof that people with different backgrounds are part of a broader narrative. Very few celebrities embody genuine authenticity in the industry. To improve this, a strategic approach to advertising and public relations is needed, and Bad Bunny’s current rise to fame offers us a look into how this is done. There is a clear game plan: center culture and own the narrative in the media. The visibility he has achieved over the last few months shifts how audiences and brands engage with Latinx audiences and reshapes the narrative worldwide

The Latinx Community Takes Center Stage

Oftentimes, Latinx communities are stereotyped or overlooked in the media. Due to the hype surrounding Bad Bunny’s new album and tour, he has brought Latinx front and center by combining artistry and culture, without diluting it for global audiences. He performs almost entirely in Spanish, notably at major headline shows like Coachella and the 2023 Grammys, with the upcoming Super Bowl Halftime show further cementing his global reach. According to Inc., a big part of his success is that he can “sell an experience through a cultural journey, a connection” that is guaranteed to touch his audience and bring brand loyalty.  

As Everything PR News spotlights, Bad Bunny’s team combines authenticity with strategy. Brands have seen the connection between him and his fans and have partnered with Bad Bunny to tap into his cultural uproar. Through his partnership with Adidas, he channels his love for designing sneakers that remind him of Puerto Rico and his daily life, while tying the collaboration to philanthropy by giving sneakers back to low-income communities. Or his partnership with Cheetos and Adidas through the “Deja tu Huella” (Leave Your Mark) campaign, which uplifted Latinx voices and communities by empowering individuals to leave their mark on the world. They awarded educational scholarships through a TikTok challenge to highlight “the marks” that were being left.

Redefining the Role

Brand representation comes with plenty of responsibilities, especially in mainstream media. Bad Bunny’s authenticity breaks away from the traditional masculine Hispanic mold by embracing gender-fluid fashion and activism for LGBTQ+ rights, combating gender violence, and addressing other inequalities. According to The PR Net, a big part of his current success is the emotional engineering he and his team have crafted to push beyond the boundaries. To accomplish this, Bad Bunny combines old traditions and values with emerging narratives to connect with multiple generations, challenging the stereotypical narratives that have shaped how Latinx people are portrayed in the media. 

The “Bad Bunny effect” goes beyond his impact on the Latinx community; it has amplified visibility for both himself and other historically marginalized groups. He has revitalized brands through culturally rich collaborations, such as his exclusive Adidas Gazelles, sold only in Puerto Rico and inspired by the island’s rainforests, arts, and salt flats. The limited release sold out instantly and sparked a social conversation that extended the campaign's reach and gained deep cultural resonance. He also adapted his media strategy to authentically represent these audiences. During his 30-show residency in Puerto Rico, he highlighted local community members and celebrated his heritage, breaking a world record for Amazon Music’s most-watched single artist performance, according to RollingStone. Together, these initiatives demonstrated how culturally grounded creative choices generate cultural capital for both brands and the artist. Diversity is not a quick, easy opportunity for brands, but a driving force. Authenticity drives loyalty, especially among younger audiences. When artists embrace authenticity, it becomes a cultural force and strategic asset in public relations

About Lauren

Lauren Bourdierd Monegro is currently a Senior at Grand Valley State University, studying Advertising and Public Relations. She is an Account Associate at GrandPR and graduated in December 2025. She is focused on combining her AdPR skills with culture, representation, and advocacy to tell authentic stories to audiences.