“Air: The Marketing Coup Behind Nike’s Legendary Air Jordans, Now Extended by Amazon Prime Video”

In this film to the glory of Nike, the actor-director tells how Sonny Vaccaro convinced his bosses to bet everything on the young Michael Jordan. An exceptional marketing coup… extended today by the Amazon platform.

Un fine day, a boss of TF1 admitted that his job, ultimately, was to sell “available human brain time” to sodas. Amazon’s boss is even more direct. “When we win a Golden Globe, it helps us sell more shoes,” underlined Jeff Bezos in a conference in 2016. Who would have thought that it was necessary to take this confession at the foot (sorry) of the letter? Now Prime Video is releasing a film glorifying Nike and its legendary Air Jordans. With, in marketing, Ben Affleck, Matt Damon and Viola Davis.

We follow in the footsteps of Sonny Vaccaro, a small employee of this company which, in the early 1980s, was a modest brand dominated by Converse and Adidas, in particular, on the world market, and especially on the basketball market. Matt Damon plays the businessman. This guy addicted to gambling, convinced that the young Michael Jordan is a future crack, will convince his boss, Rob Strasser (Jason Bateman), then the big boss, Phil Knight (Ben Affleck), to bet all his budget dedicated to sponsorship on the player, only third in the 1984 draft (and therefore with still very uncertain commercial potential).