The story of the phenomenon of Air Jordan sneakers, showing their social, cultural and racial significance and how groundbreaking marketing strategies created a multi-billion-dollar business.

It is also a story with a dark side - manufacturer Nike's high price tag and genius marketing strategy has fuelled a demand so high that since 1989, young people have killed and been killed for a pair of the famous sports shoes. Nike has turned a blind eye. This film is a parable of America's dark love affair with consumer capitalism and celebrity culture. Show less