No such thing as bad press and LaVar Ball is cashing in on that theory. It’s a golden rule for communications and public relations. Punching down, or berating someone further down the social ladder, never looks good. It pays to pick a fight with President Donald Trump.

Ball has earned himself $13.2 million worth of free digital and TV ads since he started feuding with the president on Nov. 17. He might not be selling sneakers, but the brand value and influence means something.

According to Yahoo Sports, the Ball-Trump feud is not just intriguing, but a bit of marketing genius on the part of Ball. Eric Smallwood, president of Apex Marketing Group, tracked the number of mentions that the Big baller brand has received in the media since the feud began and compared it to the typical ad rates. Smallwood explained:

This back and forth with Donald Trump has extended the brand awareness outside of just sports. People who don’t follow sports are starting to get more awareness of the brand. To have that reaction from someone as high up as Trump, it has definitely helped [the Big Baller Brand] reach a larger audience.

While a pair of $495 sneakers might not be on most people’s Christmas list, don’t be surprise to see people buy a pair or two, if it meant never having to see another “Make America Great” hat again.