For some of us, the consumerist obsession with trainers is simply bizarre. For others, it’s a matter of life and death. A young man named Joshua Woods was even murdered for his Air Jordans.
Forunately, Yemi Bamiro‘s thoughtful doumentary is much more than an enthusiasts-only celebration of these hugely expensive sneakers. He takes a closer look at the marketing behind the brand and how Nike’s low supply/high demand strategy made a fortune for the manufacturer but fuelled violent attacks on youths eager to be seen wearing the coolest footwear. Not for nothing is this billed as “a parable of America’s love affair with consumer capitalism and celebrity culture.”