Director – Ben Affleck – 2023 – US – Cert. 15 – 112m
***1/2
In 1984, a Nike executive lifts the company out of its financial rut by building a line of running shoes around an unknown basketball player named Michael Jordan – out in UK cinemas on Wednesday, April 5th
A curious combination of sports movie and corporate drama, this retells the story of how, in 1984, the failing Nike corporation managed to successfully reinvent itself by signing a sponsorship deal with the then-unknown basketball player Michael Jordan and building a product line of running shoes around him. Jordan would go on to become a huge cultural icon in the US and Nike a hugely profitable multinational, due in no small part to its Air Jordan running shoes, which the player endorsed.
This is a Warner Bros. movie and that Studio already has a long-standing connection with Michael Jordan through Space Jam (Joe Pytka, 1996), the live action / animation composite feature that combined basketball with Looney Tunes characters and spawned a sequel in 2021. Air isn’t a Michael Jordan film as such: as a character, he barely appears, but there’s a sense that he’s at the centre of the events portrayed as everything here revolves around him.… Read the rest
