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416. One Man And His Shoes; movie review

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Title : 416. One Man And His Shoes; movie review
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Cert 15
83 mins
BBFC advice: Strong language, brief bloody images

In The United States, people have literally been killed for their training shoes.
Just think about that for a second. Someone took another's life because they wanted what they were wearing on their feet.
That is the level of demand for Air Jordans - the shoe created from the collaboration of Nike and basketball superstar, Michael Jordan.
One Man And His Shoes is the story of how a struggling sportswear company made the inspired move to tie-up a relatively unknown basketball player.
The deal made both sides money beyond their wildest ambitions and transformed both sport and fashion.
Yemi Bamiro's documentary analyses how the deal was done and its incredible fall-out.
It begins in the 1980s when Jordan was an exciting young prospect at the university of North Carolina. 
Nike was a minor company making only tennis shoes but its marketing executives saw an opportunity to branch out into a team sport that anyone could play. 
It developed a strategy to build its brand around one player. It was a philosophy which could have spelt business disaster but it changed the world. 
I was fascinated to discover the methodology 
It turns out that basketball scout Sonny Vaccaro was to thank for recommending Jordan and then finding young black director Spike Lee to make the TV commercials which provided an incredible lure.
The demand for the must-have shoes was down to Nike's strategy of deliberately under-stocking.
The downside was that the more popular Jordan and his shoe became, the greater the lengths people would go to get them.
The first known publicised and reported murder happened in 1989. Since then, violence and murder around the release of limited edition Air Jordan trainers have gone hand in hand. 
The documentary points its finger at Nike and Michael Jordan for not addressing the issue.
Many key players in the Air Jordan piece story give their views on the social impact of the shoes.
However, Neither Nike nor Joran are present. Does that imply guilt or do they not recognise that they have any responsibility for any negative waves.

Reasons to watch: The fascination creation of one of the world's biggest brands
Reasons to avoid: It is a tad stretched

Laughs: None
Jumps: None
Vomit: None
Nudity: None
Overall rating: 7.5/10

Did you know? 
When Michael Jordan left the University of North Carolina in 1984, he wanted to sign with Adidas, not Nike. He was a self-described “Adidas nut" and told his agent that if the deal the German company offered was even close, he’d sign with them. Apparently, it wasn't.

The final word. Yemi Bamiro: "I never even entertained the idea of getting Michael Jordan. From the start, I was clear in my mind that we didn’t necessarily need him. The film isn’t really about him. And, besides, we would never get him, anyway! It was never something that I ever really considered." Complex

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