Is a feature documentary that was selected for SXSW, BFI London Film Festival, Warsaw Film Festival and Tallinn.
A global phenomenon as told by the people that made it happen. In the 1980s, Nike was a struggling company and decided to target a younger market. Betting the house on Michael Jordan, and hiring a young Spike Lee to direct the promos, Nike created the perfect platform. Jordan backed it up, becoming the greatest player of all time, and his sneakers attained the same status. But a darker side of this success story emerged in 1989 when the high price tag, and a low supply/high demand strategy fuelled violent attacks and even murder. Nike has turned a blind eye.
This film is a parable of America's love affair with consumer capitalism and celebrity culture.
Directed by Yemi Bamiro
Produced by Will Thorne
Edited by Michael Marden
GFX and Animation by Will Newell