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 202001:05
Featured in...
![]()
BFI London Film Festival Revisited
A selection of films shown at the BFI London Film Festival
![]()
Thought-provoking Global Stories
Learn more about the world we live in with these thought-provoking documentaries.
![]()
Documentary Films
Compelling stories from around the world - captured on camera.
![]()
Sport
A selection of the best sport shows from BBC Three!
