Michael Jordan and the making of his empire: the story of an ingenious sports, marketing, and cultural venture.
In 1984, Nike was not a particularly successful brand of athletic footwear, and Michael Jordan was a promising but not yet famous Chicago Bulls player, fresh from a university team. Their joint venture in making signature trainers could have flopped, but instead grew into a multimillion business empire, the making of which is taught in universities as an example of marketing success. Yemi Bamiro’s film, which accompanies the Netfilx documentary series The Last Dance about Michael Jordan, covers many topics: the idea of selling the dream of resembling a star, promos directed by Spike Lee, NBA’s battle against Air Jordans, which were too bright for the court, the supplies that fuelled the hype. All these episodes create a story of
Air Jordans becoming a cult street fashion object and a marketing myth.
The film will be screened in English with Russian subtitles.
«One Man and His Shoes»
Director: Yemi Bamiro
UK, 2020. 83 min.
18+
