Justin Timberlake’s Super Bowl Appearance Scored Nike $3 Million in Free Advertising

JT donned limited edition Air Jordan 3 sneakers during the Super Bowl Half Time Show, giving Nike priceless publicity.

People were divided over Justin Timberlake’s half time performance at Super Bowl LII. But one thing definitely not overlooked was his limited edition Air Jordan 3 sneakers.

Some 110 million viewers who were tuned in would have found it close to impossible to ignore his bright, white Nike Air Jordan 3’s against the black backdrop and dark camo suit, designed by Stella McCartney.

The shoes are part of a collaboration between Timberlake and Air Jordan 3, and were released on Nike’s SNKRS app after the Super Bowl, selling out immediately.

Apex Marketing Group are an advertising consultancy who specialise in estimating the worth of TV appearances, and have estimated that the exposure had a value of USD $2.86 million.

Based on the size of the brand logo, where it appears on screen, and how long it is visible for, that’s USD $2.86 million of free advertising.

Considering a paid ad at the 2018 Super Bowl would’ve cost Nike around $5 million, they’ve saved themselves a pretty penny trying to create a buzz around Air Jordans.

The sneakers are the first drop from Justin Timberlake and Tinker Hatfield’s upcoming Jordan brand JTH collection.

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