Even the Hollywood industry has taken note that the world of Sneakers is a golden planter that continues to thrive.
Air, the long-awaited film starring Ben Affleck and Matt Damon, due out April 5, 2023, has succeeded in capturing the spirit of Sneakers Culture. The movie, which has already been hailed as a “must-see” for lovers of the famous Nike brand; puts the spotlight on the challenges, successes and defeats on the part of the Beaverton-based brand of inducting Michael Jordan, as well as the effects this engagement has had in the world of sneakers, sports and fashion.
The story opens with the difficulties Nike faced in the feverish cometition in the sneaker business with adidas and Converse; and how the situation improved when it was able to sign with Jordan, from 1984 onward.
It continues with the birth of the Air Jordan brand, which, thanks to the young NBA player’s personality and victories, boosted sales of Basketball shoes that, to this day, remains the most popular and successful sneaker brand in the world.
“Air” analyzes the story from Nike’s point of view and casts a sentimental and “nostalgic” look at the birth of Sneakers Culture and the impact the brand had on Pop culture.
The stellar cast features Ben Afflek as Phil Knight; Matt Damon plays Sonny Vaccaro, the legendary former Nike sports marketing executive who led Jordan to reject adidas’ proposal; and Matthew Maher is Peter Moore, while Gustaf Skarsgård is Horst Dassler, son of adidas’ Adi Dassler.
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