The new film “Air,” directed by Ben Affleck and starring Matt Damon, takes viewers on a journey through the creation of one of the most iconic sneakers in history: the Air Jordan. Set for release in the UK on April 7, 2023, the film chronicles the groundbreaking partnership between rookie NBA player Michael Jordan and Nike, which transformed both the sneaker industry and basketball culture.
In the early 1980s, Nike was struggling to make a significant impact in the basketball market, with its basketball division experiencing declining sales. The company’s founder, Phil Knight, portrayed by Affleck, tasked sports executive Sonny Vaccaro, played by Damon, with finding a way to turn things around. Vaccaro’s solution was to create a sneaker brand centered around a single player—a young, up-and-coming talent named Michael Jordan.
At the time, the idea of signing Jordan seemed far-fetched. He was a rookie with the Chicago Bulls, and Nike was not the top choice for many basketball players. However, Vaccaro saw something special in Jordan and convinced Knight and the rest of the Nike team to take a gamble on him. This decision would ultimately revolutionize the sneaker industry.
The film delves into the intense negotiations and behind-the-scenes efforts to secure Jordan’s endorsement. Viola Davis stars as Deloris Jordan, Michael’s mother, who played a crucial role in the negotiations. Her influence and guidance helped shape the terms of the deal, ensuring that her son would not only become the face of the brand but also benefit financially in the long run.
“Air” also highlights the contributions of other key figures in the creation of the Air Jordan line. Jason Bateman plays Rob Strasser, Nike’s former Director of Marketing, who had a strong grasp of brand identity and was instrumental in crafting Jordan’s image. Matthew Maher portrays Peter Moore, Nike’s first creative director, who designed the original Air Jordan sneakers and the now-iconic “Wings” logo.
Interestingly, while the film centers on Jordan, the man himself is not directly portrayed on screen. Affleck explained that this choice was intentional, as he wanted Jordan to remain a larger-than-life figure whose presence is felt throughout the film rather than being reduced to an actor’s portrayal.
The release of “Air” coincides with the 38th anniversary of the original Air Jordan sneakers, which were first made available to the public on April 1, 1985. The success of the Air Jordan line not only solidified Nike’s place at the top of the athletic footwear industry but also set a new standard for athlete endorsements and brand collaborations.
In the years since, the Air Jordan brand has become a cultural phenomenon, with each new release generating excitement and demand from sneaker enthusiasts worldwide. The story of how it all began, as told in “Air,” is a testament to the power of vision, risk-taking, and the enduring legacy of one of the greatest athletes of all time.
