One Man and His Shoes

Local title
Üks mees ja tema tossud
Original title
One Man and His Shoes
Director
Yemi Bamiro
Country
United Kingdom
Year
2020
Programme
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In the 1980s, Nike was a struggling business. The company’s decision-makers invited rising basketball star Michael Jordan to work with them. The Air Jordan sneaker line created specially for him proved to be a marketing hit.

As Jordan became the greatest player of all time, successive models of his shoes became a market sensation. The documentary presents the global phenomenon of Air Jordan sneakers made by Nike, showing the social, cultural and racial significance of these shoes as a symbol, and how ground-breaking marketing strategies created a billion-dollar business.

A fascinating parable of America’s love affair with consumer capitalism and celebrity culture.

Director
Yemi Bamiro
Cast
Michael Jordan, Spike Lee, Dennis Rodman
Producer
Will Thorne
Editor
Michael Marden
Music
Michael Marden, Baba Adefuye, Thomas Farnon
Production
Break Em Films
Runtime
Language
English
Subtitles
English

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