One Man and His Shoes
The story of the phenomenon of Air Jordan sneakers, showing their social, cultural and racial significance and how groundbreaking marketing strategies created a multi-billion-dollar business.
The story of the phenomenon of Air Jordan sneakers, showing their social, cultural and racial significance and how groundbreaking marketing strategies created a multi-billion-dollar business.
It is also a story with a dark side - manufacturer Nike's high price tag and genius marketing strategy has fuelled a demand so high that since 1989, young people have killed and been killed for a pair of the famous sports shoes. Nike has turned a blind eye. This film is a parable of America's dark love affair with consumer capitalism and celebrity culture.
Last on
Fascination with fame, consumerism and Air Jordans
Why these sneakers are so coveted, and what some people are willing to do to get them
Q&A with Director Yemi Bamiro
Director Yemi Bamiro talks persistence, changing direction and brand responsibility
Credit
Role | Contributor |
---|---|
Director | Yemi Bamiro |
Broadcast
- Mon 7 Dec 2020 01:05
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