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One Man and His Shoes
South Londoner Yemi Bamiro’s pacey, engrossing Michael Jordan documentary reveals the darker side of marketing trainers.
Director: Yemi Bamiro
Yemi Bamiro follows his impressive short works with a debut feature documentary of scale – examining the cultural and commercial phenomena of Michael Jordan against the increasing commodification of Black culture and a lack of corporate accountability. A sportsman with once-in-a-generation talent, Jordan was held up as a symbol of Black progress; he had his own phenomenally successful trainer brand that made Nike one of the most profitable companies in the world. Bamiro deftly charts the rise of Jordan against 80’s and 90’s pop culture milestones: hip hop, Spike Lee, the emergence of the mega-watt and mega-rich sports personalities. He also highlights how brands became savvy manipulators of youth culture by stoking America’s toxic obsession with consumerism and celebrity in a climate of increasing class and race inequality.
One Man and His Shoes was supported by the BFI using funds from the National Lottery.