Feature-length documentary film

(2020)

[official selection SXSW Film Festival 2020]

[official selection London Film Festival 2020]

[official selection Warsaw International Film Festival 2020]

Dir: Yemi Bamiro

Producer: Will Thorne

Editor: Michael Marden

Executive Producers: Christo Hird & James Ramkoleea

Titles and Animation: Will Newell

Distributor: Dartmouth Films (UK & Ireland)

Sales Agent: Caroline Stern (Canoe Film)

Synopsis

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.