Like the Super Bowl selfie kid, most sneakerheads probably had to google who Justin Timberlake was when they saw his halftime show. But that didn’t stop the extravaganza from being a huge success for Jordan Brand.

Apex Marketing Group have translated that success into dollars and found it to be worth $2.86 million USD. And as Timberlake likely wore the Jays of his own volition (paired with a Stella McCartney suit), Jordan Brand probably didn’t pay a cent.

Halftime Kicks! @jtimberlake brought @Nike $2.86MM in equilvant brand value during the #PepsiHalftime show pic.twitter.com/OFGi5GxU57
— Apex Marketing Group (@ApexMGAnalytics) February 5, 2018

Aside from fuelling any bottom line, the stint shows Jordan Brand’s renewed focus in influencer marketing (which, arguably, is where they started), and could foreshadow a year of campaigns that don’t rely so heavily on a waning performance line.