A big win for the footwear giant.

Justin Timberlake‘s halftime performance at Super Bowl LII was divisive amongst critics — if you haven’t seen it yet, take a look for yourself by clicking here. However, regardless of the criticisms, the performance was a huge win for Nike.

The halftime show offered over 110 million viewers a clear look at Timberlake’s limited edition Air Jordan 3 sneakers, the first release from the artist’s series of Tinker Hatfield collaborations. Indeed, the sneakers were so well framed that Apex Marketing Group, a consultancy specializing in estimating the value of TV appearances for products, estimates that the exposure alone was worth about $2.86 million USD in advertising costs. Compared to the over $5 million USD cost of the commercials shown during the Super Bowl, Nike enjoyed pretty substantial savings.

Compounding the savings, the $200 USD sneakers were released via Nike’s SNKRS app after the big game and sold out immediately.