Air follows the teams attempts at trying to recruit upcoming basketballer Michael Jordon as an ambassador.
It’s a captivating plot driven real life story about the rise of the Nike sports brand.
The marketing team have a small budget to recruit talent to wear their shoes on the basketball court. The challenge is trying to find people who haven’t already signed a deal with their competitors.
The initial plan is to sign three rookies, but they face some hurdles when they have their hearts set on Michael Jordan. His mother wants the best for her son, and she won’t settle easily.
In addition, the team must convince CEO Phil Knight to approve a new budget and unprecedented royalties from the sale of each item.
The film talks about the competition between the leading fitness shoe companies: Adidas, Converse, and Nike. The marketing strategy is fascinating, and I enjoyed this aspect.
It’s also interesting to see the nuts and bolts of how they came up with design of the shoe.
The 80s soundtrack is fun, and parachute pants could make a comeback.
We all know that Air Jordans and Nike became a success story, but Air keeps you routing for the underdog. The only thing missing is a cameo from Michael himself.
4.5 stars
About Air
From award-winning director Ben Affleck, AIR reveals the unbelievable game-changing partnership between a then rookie Michael Jordan and Nike’s fledgling basketball division which revolutionized the world of sports and contemporary culture with the Air Jordan brand. This moving story follows the career-defining gamble of an unconventional team with everything on the line, the uncompromising vision of a mother who knows the worth of her son’s immense talent, and the basketball phenom who would become the greatest of all time. In cinemas 5 April 2023. #AIRMovie
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