The 2002 GQ Men of the Year Awards rolled out the obligatory red carpet for winners Denzel Washington, Hugh Grant, Sir Ian McKellen, Ralph Lauren, Tom Brokaw and Jason Kidd.

The runner, which ran 125 feet along 34th Street in New York and through a fabric tunnel leading into the Manhattan Center, was emblazoned with GQ’s logo in various sizes and colors.

The product promotion was conceived by Veeder + Perman, a New York public relations firm that represents Durkan Patterned Carpet and its sister company, EventQuest, which produced the show.

V+P partner Esther Perman said she sold the concept to Durkan. The Dalton, Ga., company produces floor coverings for resorts and casinos, but this was its first awards show.

“There’s not a lot of companies out there that can do this kind of custom job,” Perman said. “There’s no reason Oscar’s image can’t be on that carpet.”

The GQ Men of the Year Awards will air on NBC Dec. 10.