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.
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Fascination with fame, consumerism and Air Jordans
Why these sneakers are so coveted, and what some people are willing to do to get them
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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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