2020
90 minutes
Documentary
English
Certificate
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In 1984, two things happened which would change the course of history: the Chicago Bulls drafted Michael Jordan, and a few months later Nike released the first edition of the Air Jordan, the basketball star’s coveted designer sneakers. With those involved hoping for $3m worth of sales after three years, the must-have fashion phenomenon would go on to make $126m in the first year alone, launching Nike as a major player in the market. This documentary explores the context around this event – from the downbeat Reagan-led policies of the 1980s through to Black Americans finding hope in a new idol – through contributions from those who were closest to it, including the man who initially scouted Michael Jordan, his former agent, the NBA commissioner during the period and Jordan’s biographer. ‘One Man and His Shoes’ is an engaging, accessible and fast-paced documentary which tackles consumer capitalism and celebrity culture, including the darker side of the issue.
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