Advertising during the Academy Awards is costly, to say the least. According to Adweek, Oscars broadcaster ABC sold out of ad spots that were said to cost up to $2.5 million for 30 seconds. And then there’s Nike, which managed to secure precious TV time without spending a dime.
Apex Marketing Group reports that Seth Rogen’s appearance in the Nike Mag “Back to the Future Part II” sneakers was worth an estimated $583,00 due to the shoe’s prominent on-screen looks. Apex Marketing Group president Eric Smallwood tells Quartz that Rogen’s sneakers of choice were especially valuable because their branding was displayed clear and in focus, with several close-up shots during their brief appearance.
“He gave Nike credence on one of the biggest shows of the year,” Smallwood said.
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Quartz was also able to uncover details on the origins of Rogen’s pair, which is confirmed to be a prototype of the Nike Mag’s 2016 self-lacing iteration. A Nike spokesperson tells Quartz that Rogen requested the sneakers for the big night, and the brand had to send a prototype version since the original production run of 89 pairs was auctioned and raffled off.
Nike launched the self-lacing Mag in October and raised a total of $6.75 million to benefit the Michael J. Fox Foundation for Parkinson’s Research. Today, the sneakers can be found from luxury consignment website The RealReal for $81,000.