'Air: The Story Behind the Logo': film reveals behind-the-scenes partnership between Nike and Michael Jordan

'Air: The Story Behind the Logo' gets it right by mixing history and entertainment. The production arrived in Brazilian cinemas at the beginning of April and has attracted not only basketball fans, but audiovisual lovers as well.

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After its exclusive premiere in theaters, the film 'Air: The Story Behind the Logo' now has a date to arrive on Prime Video: May 12th.

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In the early 1980s, Nike was an established brand – but not in basketball. Competitors like Converse and Adidas signed huge contracts with the biggest athletes in the sport, while Nike stayed behind. All this changed with a team determined to make sure Michael Jordan sign with Nike. Perhaps this is exactly where the film becomes so interesting: the production does not explore Jordan's image itself (the face of the actor who plays him does not even appear, for example), but rather seeks to give greater focus to the work of employees at the Nike 100% committed to making this partnership work.

Furthermore, 'Air' also gives a lot of space to the mother of Jordan, played by actress Viola Davis. The production shows how the athlete's family base was fundamental for him to have his talents valued, especially in the financial sphere.

For those studying the marketing market, 'Air: The Story Behind the Logo' is also a lesson on sports marketing. The collection with Michael Jordan became a cultural icon and was a sales explosion. The first model of sneakers arrived in stores in 1985. Almost four decades later, the brand continues to be an absolute success. In 2022 alone, Air Jordan grossed 5,1 billion dollars in sales. 

The film is directed by Ben Affleck, who also appears in the role of Phil Knight, the creator of Nike. The protagonist is Sonny Vaccaro (played by Matt Damon), the fearless executive responsible for closing the contract with Jordan. The production also features Jason Bateman playing Rob Strasser and Marlon Wayans as George Raveling, both directors at Nike.

Watch the trailer for 'Air: The Story Behind the Logo':

See also:

Nike '50s': understand how the brand conquered world basketball and the feet of consumers around the world

Nike, an internationally beloved brand, celebrated its 50th anniversary. But did you know that that wasn't the brand's original name? Did you also know that her acceptance was built around basketball icon Michael Jordan? Dive into this time tunnel with the Curto News.

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