'One Man and His Shoes' Uncovers the Phenomenon of Air Jordan

Confronting the consumer capitalism, celebrity culture and conflict around Michael Jordan’s Nike collaboration.

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Footwear
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With interest in the legacy of Michael Jordan at an all-time high, VICE TV recently announced its latest VICE VERSA documentary centered around the global phenomenon of Nike’s Air Jordan.

Produced by Break Em Films, the two-hour-long One Man and His Shoes special is an in-depth look at the social, cultural and racial significance of Jordan’s collaboration. The film highlights the visionary marketing strategy that spawned Nike’s complicated multi-billion-dollar business tied to the most prolific name in basketball history.

Through a cinematic mix of archival footage and graphic animation, the documentary investigates the ’80s and ’90s hip-hop scene in a nostalgic look at America’s dark love affair with consumer capitalism and celebrity culture.

Speaking to those that helped Jordan Brand really take off, One Man and His Shoes uncovers the dark side of greed and conflict around Air Jordan. Notable interviews come from Jordan’s former agent David Falk, former NBA commissioner David Stern, scout Sonny Vaccaro, original designer Peter Moore, sports journalist Jemele Hill, Nike marketing and advertising executives, and journalists who reported firsthand on the so-called sneaker crimes.

The investigative look at the phenomenon culminates in a candid talk with Dazie Williams, following the court trial of the men who killed her son over a pair of Air Jordans.

Watch the trailer for One Man and His Shoes and catch the premiere May 25 at 8 p.m. on VICE TV.

In case you missed it, following the conclusion of The Last Dance ESPN announced the premiere of Game 6: The Movie.

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