One Man and His Shoes
A global phenomenon as told by the people that made it happen. In the 1980's, 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.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.
David Falk, Jamele Hill, Sonny Vaccaro, David Stern, Peter Moore, Dazie Williams, Scoop Jackson, Jim Riswold, Clark Kent, Bobbito Garcia
Titles and Animation: Will Newell