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ABOUT THE FILM

ABOUT THE FILM

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A global phenomenon as told by the people that made it happen. In the 1980s, 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.

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DIRECTED BY: YEMI BAMIRO

Theatrical & non-theatrical bookings: wayne@dartmouthfilms.com

Press information & interview opportunities: Alison.Wilcox@ddapr.com

WATCH THE TRAILER

ABOUT

Dartmouth Films are pioneers of independent documentaries in Britain — finding new ways of funding, making and distributing films which have impact.

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CONTACT US

For screenings and general enquiries: screenings@dartmouthfilms.com ​​

Dartmouth Films, Somerset House

London WC2R 1LA

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