Have they never offered free shoes we wouldn't be talking about them. They make it seem like they are giving away a pair of shoes worth $50, when they are really just spending a couple of dollars on a marketing expense. I bet they pass the cost of giving away a "free" pair of shoes onto their customer.
I can't speak for OP, but I have no disdain for Apple or Nike in terms of their markup because they are not masquerading as some sort of quasi-charity that is supposedly helping people in need. Also, they make good products.