Plot: Nike is looking for another success story, but apart from their running division, their brand is in a slump. Sonny wants to change that, and he goes after one of the most sought-after basketball players of that time. He tries to get Michael Jordan to be the ambassador of his new shoe, a gargantuan task.
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April 15, 2025
Air wants you to cheer for branding and marketing people. Can a film be any more American? This is the rather dull and bland story of the partnership between Nike and Michael Jordan, which led to the iconic shoe. A film of underdogs making it big and living the American dream. Go Nike (they sure needed some positivity right now)!
Damon and the rest of the cast do a decent job, but the direction is rather dire, and the overly sentimental approach made it tough to buy the action story. I guess this is better when you can appreciate the 80s/basketball nostalgia. Other than that, this was one huge 110-minute marketing campaign for Nike.