‘One Man and His Shoes’ tells 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.
But it is also a story with a dark side – manufacturer Nike's high price tag and genius marketing strategy has fuelled a demand so high that since 1989, young people have killed and been killed for a pair. Nike has turned a blind eye. This film is a parable of America's dark love affair with consumer capitalism and celebrity culture.