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.
Keep reading. Literacy is a bridge from misery to hope.
With such an iconic history, the Air Jordan continues to have a profound impact on the sportswear and sneaker culture.
Find out the story behind some of Air Jordan's most famous releases and the meaning of their designs.
The two sporting apparel giants have been in competition for decades, but who is currently leading this never ending battle?
We explore some of our favourite methods and myths to debunk the best ways to keep those white shoes white.
Nike and LeBron James have once again teamed up to release a new collection for Kith's flagship Los Angeles store.
Supreme produces some of the most popular clothing on the planet, but their accessories are just as memorable.