One Man and His Shoes

One Man and His Shoes

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.


  1. NSMY on May 11, 2023 at 4:12 am

    I’m sorry. Nike is not to blame. Consumerism is.
    Nike can lower their price, but then what? Then they won’t be desirable and won’t be in demand,. Then Nike will cease to exist. Life happens. Can’t blame that on a shoe company. If that’s the case, gotta go after Louis Vuitton, Canada Goose, Gucci, everyone. It’s not a brands fault for finding a winning model. It’s people that do the shooting that are to. blame

  2. hu9818 on May 11, 2023 at 4:12 am

    They interviewed everybody, except MJ.

  3. PaperBoy on May 11, 2023 at 4:13 am

    Oh yeah so being cool you guys made everything cool how come the ghetto is always the ghetto Let me have some cool shoes but I can’t put food on my table or feed my kids are be responsible

  4. Urban Nuance on May 11, 2023 at 4:13 am

    Young Black American males are the most INFLUENTIAL humans to have ever walked the earth. I mean that LITERALLY. We made Nike cool, and now it’s worth TRILLIONS. The numbers don’t lie. For those with the Anti Black stereotypes, Black Americans have more wealth collectively in America alone than all Africans across the diaspora combined. So don’t count our pockets!

  5. Jeremy Jackson on May 11, 2023 at 4:15 am

    What is the "Blackness"?

  6. Trackside Views on May 11, 2023 at 4:16 am

    When I was younger I used to go to school late just to have to the new Jordans before anyone else. I was very fortunate to say the least.

  7. kevin lawrence on May 11, 2023 at 4:17 am

    However, the bulls did have some good teams in the eary to mid seventies. with players like bob love, chet walker, erry sloan, and norm van lear.

  8. Jozay562 on May 11, 2023 at 4:18 am

    Converse was making 🎥🧀 cheese for their commercials.

  9. Anubis Lord on May 11, 2023 at 4:19 am

    I’ll be damned some try me over my Alternet 894’z

  10. Clae G. on May 11, 2023 at 4:21 am

    The greatest ever. Impacted so many people and companies. Forever legend

  11. levi redding on May 11, 2023 at 4:23 am

    The video won’t play for me

  12. Michael Frazier on May 11, 2023 at 4:24 am

    Wish they would bring back Converse weapons

  13. RMFCET on May 11, 2023 at 4:24 am

    Didn’t these just restock on Nike?

  14. Urban Nuance on May 11, 2023 at 4:26 am

    Foundation Black Americans have produced more American superstar ICONS in Sports and Entertainment than ANY OTHER GROUP…BY FAR. There’s no group that immigrated to America that contributed more to AMERICAN CULTURE than FOUNDATION BLACK AMERICANS. Martin Luther King, Mohammed Ali, Malcolm X, Michael Jackson, Michael Jordan, James Brown, Prince, Motown records, Diana Ross to name A FEW. People envy us because it’s not EVEN CLOSE. You saw how Gervonti Davis just brought Ryan Garcia..( a Mexican Boxer) to HIS KNEES LIKE KAPERNICK!😂😂

  15. Jezreel Ortiz on May 11, 2023 at 4:29 am

    Nike new slogan " just work for it"

  16. R K on May 11, 2023 at 4:30 am

    Jordon taught future black athletes to shut up, do what you are told and take the money.

  17. Urban Nuance on May 11, 2023 at 4:31 am

    A revolutionary marketing team and a once in a athlete, maybe the best ever, in any sport = the biggest cultural phenomenon to touch mankind. Considering its 30 years later, and his brand is just as relevant. It’s that’s shows the strength of his impact, that is last decades into the future.

  18. Adam Berndt on May 11, 2023 at 4:32 am

    4:55 As a middle-aged blonde hair blue-eyed white male in the year 2023, let me say something like that about white people, cancel culture would eat me alive! I’m really getting sick of how we all have to walk on eggshells but "Some" people can say whatever stupid shit pops in their head with no repercussions…

  19. Clorox bleach on May 11, 2023 at 4:33 am

    You got the goat milk

  20. 7Eightyone on May 11, 2023 at 4:34 am

    They banned the Air Ship. Not the Jordan 1.

  21. G.E.RANGEHOOD (we may or from) on May 11, 2023 at 4:35 am


  22. pjones8404 on May 11, 2023 at 4:36 am

    It starts with a simple word. NO. I am 60 and that is what I told my kids and they were better off for it. NO kid of any background needs $200 sneakers. Sorry, they just don’t. Adults, no issue but children? No, No, No!

    MJ was never going to be Ali. Or Malcom or Dr. King. Just wasn’t his style or agenda. Remember, "Republicans buy shoes too."

    Having said that, the blame should be squarely placed on the criminals who carried out these horrible attacks, followed by Nike themselves for intentionally limiting supply to turn the demand into a feeding frenzy. (Hum….does the current I Phone bullshit look familiar?)

    And remember, PF Flyers told us that if we bought the shoes we would ‘Run Faster and Jump Higher’. Nike didn’t invent this type of marketing; they just perfected it.

  23. Danny Jarold on May 11, 2023 at 4:36 am


  24. John Disla on May 11, 2023 at 4:36 am

    I don’t think it’s Nike’s or Jordan’s fault rather the individuals who committed crimes. If I can’t afford Jordan’s I just get something else, it’s your choice.

  25. AYO B on May 11, 2023 at 4:38 am

    DJ Clark Kent cameo and yea, he’s right Clyde set it off for everybody with the signature line.

  26. Guyritchie8 Theeold on May 11, 2023 at 4:39 am

    I agree with Tanks coach, Calvin Ford. , " I want you punish him…."

  27. Tired on May 11, 2023 at 4:39 am

    I loved this doc very informative

  28. Urban Nuance on May 11, 2023 at 4:41 am

    Amazing story shot out to Nike execs for spotting the talent early on and making that investment into advertising. I can’t give the pencil pushers in the front office to much of the credit. Because if Michael didn’t go out there and perform, night in and night out, they wouldn’t have this legacy
    Basically, they hitched their wagon onto Jordan early, and in business, that’s where you make the biggest returns. Just like the stock market. Buy Low about sell high. Can’t be mad at them, GREAT BUSINESS MINDS! Mike did the physical labor, but Nike put together a bulletproof strategy and executed it to the FULLEST. Hats of and Salute to everyone over there at Nike. Even though they are literally making a killing off Black American culture, but never mind, nobody wants to hear that type of talk.

  29. Rene Cotto on May 11, 2023 at 4:42 am

    This is pathetic black people? And cool don’t think so what about everyone else this is BS always trying to make everything about black people

  30. Guyritchie8 Theeold on May 11, 2023 at 4:43 am

    I want Ryans Dad to throw in the towel

  31. EnSerio71 on May 11, 2023 at 4:45 am

    Slave to the shoes. Human are nuts. History tells me so.

  32. Wide awake on May 11, 2023 at 4:46 am

    This doc is so racist. You can feel the white hate…

  33. John McCracken on May 11, 2023 at 4:46 am

    Being a teenager in the 80’s. Growing up in a typical white home. My favorite player was Magic then Kareem Michael was on another level. I never looked at them as black men. Just men.

  34. PaperBoy on May 11, 2023 at 4:46 am

    This is white bulk people need to wake up…. Do you understand that the person who designed the shoes were white How they looked and et ceterah yes you have Michael Jordan cause hes a great athlete but down to all the dirty signs they weren’t jordan who created them so just because you have a statue and everyone likes to statue but michael Angelo created the statue no one gives credit to the artist Let me put a little bit better so you guys can understand it’s the people that were back in him and advertising and that made his image you gotta keep in mind you already had great skills on the cbut there’s a little bit more to advertisement advertisement and getting people to like a trend then then just having a great jump shot

  35. _Gw33do_ on May 11, 2023 at 4:49 am

    I’m 39 and don’t think I’ve ever had a pair of Jordans 🤷🏽

  36. Jason Keenan on May 11, 2023 at 4:50 am

    I wanted Jordan’s as a kid so bad. My mom would never buy them, but I did get some sweet Nike Airs as a compromise and that was close enough for me.

  37. Michael Frazier on May 11, 2023 at 4:54 am

    My uncle will always be the first. Unc set the trend… one love Puma

  38. Kenith McIntosh on May 11, 2023 at 4:57 am

    Nike love this, people are dying for their shoes…I dont buy anything Nike! #blackowned

  39. Urban Nuance on May 11, 2023 at 4:57 am

    It’s crazy how they tuned this into a Liberal propaganda peice!

  40. Josh Ogden on May 11, 2023 at 5:00 am

    Jamele hill is such a joke. The whole narrative that it’s justified behavior because they aren’t given any opportunity? But yeah they need to make as many pairs as the demand requires. Because they have created this entire reseller culture that is practically criminal.

  41. Urban Nuance on May 11, 2023 at 5:00 am

    Black Americans ARE AMERICAN CULTURE. We CREATED sneaker culture SINGLEHANDEDLY ANCHORED by the best Athlete of all time, a BLACK AMERICAN MAN named MICHAEL JORDAN.

  42. Ronald Smith on May 11, 2023 at 5:02 am

    Look I don’t know were they git the money but in 2023 everyplace you walk now kids got on Jordan’s grown up too now every city now just look and nobody is getting stuck up now for shoes ! Did anyone predict It now college’s team’s were the J.Brand today even high-school team’s wear the j-man logo Soccer team’s logo football team too.

  43. David Gonzalez on May 11, 2023 at 5:02 am

    Even if Nike were to make more productions for the people, it would not matter because of all these resellers.

  44. Armand Miller on May 11, 2023 at 5:02 am

    Michael Jordan ain’t even like black people his mother and father is what pushed him for greatness the rest came on it’s on. I just wish all black people just want better for all and for themselves shoooo we killing each other and letting the white man win than they wonder why black people cant be trusted. Understand black people now have a power but we use it for violence and create this destruction for the kids to witness nobody even realize that the world population of black people is getting short. And we are the center of attention for everything but is it anything good?

  45. Ronald Smith on May 11, 2023 at 5:03 am

    Look we use to go see the other teams stars each night Dr.j Kareem Bird but after 1984 we started to see Mj play in the pickup summer game’s and you might see him on 18th street playin a pickup game’s or at IiT on 31st and state gym you know what I didn’t understand about Jordan’s 3-4 idiots stick up a Bro for 1 pair of shoes now who gonna wear them first but they all wear different Sizes that was just dumb of them???

  46. Flying Toaster on May 11, 2023 at 5:04 am

    @4:54 she prob meant to say "the harbingers of cool" .. we can’t imagine what an "arbitrator of cool" is.

  47. Rich on May 11, 2023 at 5:06 am

    It’s sad that people have actually lost their lives over a pair of Jordans… Like how ignorant and lost do you have to be to think that taking someone’s life is ok in order to acquire a pair of sneakers? Smh. It makes zero sense.

  48. SPIRIT13 THE1ST on May 11, 2023 at 5:07 am


  49. PaperBoy on May 11, 2023 at 5:08 am

    R maybe I should just say yeah black people only care about shoes jewelry and clothes f*** money in the bank f*** me and able to put gas in your BMW I guess that’s the essence of being cool

  50. Wowie3000 on May 11, 2023 at 5:08 am

    I got the green ones. After receiving them they did have to grow on me but they def look better on feet. I was regretting the purchase but not anymore.

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