'Unbanned: The Legend of AJ1'
In the early 1980s, Nikes were a consolation prize for not getting Adidas or Converse. Someone suggested the company recruit "the kid" – a third-draft pick for the Chicago Bulls named Michael Jordan – for a marketing campaign. They'd design a shoe for him. It would eventually by "banned" by the league and turn the player into an icon. Documentarian Dexton Deboree drops a host of ADD-afflicted pop-culture montages and enlists a Hall-of-Fame lineup of talking heads – everyone from Nike CEO Phil Knight to Lena Waithe, NBA commissioner David Stern to Black Panther's Michael B. Jordan (because symmetry!) – to demonstrate how Air Jordans were more than just footwear. These red-and-black high-tops also jumpstarted sneaker culture and became gamechangers for how we looked at style, pro-sports branding, celebrity, race, class, hip-hop, status symbols and turning rebellion into money. DF