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Every single sneakerhead watching Super Bowl LII’s halftime show immediately noticed one thing: The Nike Air Jordan III’s on Justin Timberlake‘s feet. When companies were forking over $5 million for a commercial spot during the big game, Nike might have been the big winner of the night in terms of exposure and social buzz. 106 million people watched the 12-minute performance and I’m guessing that Nike didn’t have to fork over that much money being that it merely JT’s fashion choice to rock the shoes. Consulting company Apex Marketing Group estimated that the exposure was worth almost $3 million. Quite the win for the Swoosh.

Timberlake first teased the exclusive kicks in an Instagram post before the halftime show to ignite a fire of interest and most likely led to tune-in to his performance to get a better glimpse of the III’s.

⚠️ Two minute warning. ⚠️ @jumpman23 #SBLII

A post shared by Justin Timberlake (@justintimberlake) on

The special edition Jordan IIIs are from Timberlake’s JTH collection with Nike, which will unveil more Air Jordan IIIs designed by the singer and legendary Nike designer Tinker Hatfield in honor of his new album “Man of the Woods”. The shoes went up for sale on Nike’s SNKRS app at the end of the halftime show for $200 and sold out in 5 minutes. You can get your hands on a pair in the resell market, but prices are in the $1,000-$1,250 range.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.