I’m a Nike sneaker man and have been for basically all of my life. How the brand became my athletic shoe of choice isn’t particularly exciting. But the story behind the company’s rise to international behemoth certainly seems like it is. At least it does based on the first trailer for Air. The film, starring Matt Damon and Ben Affleck, explores how Nike made one of the best bets in business history. It risked everything on Michael Jordan before he even played in the NBA.
Unless you’re over 50 it’s hard to remember a world without Nike and Air Jordans. But few if anyone could have predicted that before they signed the Chicago Bulls legend. We know the result of that partnership. Nike is a billion dollar global brand and Air Jordans are still huge sellers. But getting into business with a rookie wasn’t such an obvious decision. And Air will take us behind the scenes of that lucrative partnership began, which we see a taste of in this trailer. Here’s the film’s official synopsis from MGM:
From award-winning director Ben Affleck, Air reveals the unbelievable game-changing partnership between a then-rookie Michael Jordan and Nike’s fledgling basketball division which revolutionized the world of sports and contemporary culture with the Air Jordan brand. This moving story follows the career-defining gamble of an unconventional team with everything on the line, the uncompromising vision of a mother who knows the worth of her son’s immense talent, and the basketball phenom who would become the greatest of all time.
Air also stars Jason Bateman, Chris Messina, Matthew Maher, Marlon Wayans, Jay Mohr, Julius Tennon, Chris Tucker, and Viola Davis. It also marks the first time Affleck has personally directed his friend and collaborator Matt Damon.
Air jumps into theaters this spring on April 5. I know no one will care why I’m wearing Nike sneakers when I see it. But only because lots of others will be, too.