One Man and His Shoes

ONE MAN AND HIS SHOES tells the story of the phenomenon of Air Jordan sneakers showing their social, cultural, and racial significance and how ground-breaking marketing strategies created a multi-billion-dollar business. But it is also a story with a dark side — manufacturer Nike's high price tag and genius marketing strategy have fuelled a demand so high that since 1989, young people have killed and been killed for a pair. 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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September 22, 2020