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.

Yemi Bamiro follows his impressive short works with a debut feature documentary of scale – examining the cultural and commercial phenomena of Michael Jordan, against the increasing commodification of Black culture and a lack of corporate accountability.

A sportsman with once-in-a-generation talent, Jordan was held up as a symbol of Black progress; he had his own phenomenally successful trainer brand that made Nike one of the most profitable companies in the world.

Bamiro deftly charts the rise of Jordan against 80’s and 90’s pop culture milestones: hip hop, Spike Lee, the emergence of the mega-watt and mega-rich sports personalities.

He also highlights how brands became savvy manipulators of youth culture by stoking America’s toxic obsession with consumerism and celebrity in a climate of increasing class and race inequality.

All screenings will play with a recorded Q&A with director Yemi Bamiro.

Tickets on sale to BFI Champions and Patrons Wed 21 Oct 11:30 AM, BFI Members 12:30 PM and to the general public from 4:00 PM.

Book your tickets here

Dates & Times:

• Friday 23 October 2020 8:50 PM- Studio
• Monday 26 October 2020 6:10 PM – Studio
• Tuesday 27 October 2020 8:40 PM – Studio
• Wednesday 28 October 2020 2:45 PM – NFT3

UK 2020
Dir Yemi Bamiro
83min
Digital
Certificate 15
A Dartmouth Films release