One Man and His Shoes, a new feature length doc from South London filmmaker Yemi Bamiro, tells the often astonishing story of the rise of the Air Jordan brand, the first mega superstar endorsement that remains a cultural phenomenon. Thanks in large part to a series of iconic ads made with director Spike Lee, the shoes became a highly coveted status symbol which has endured for decades, and taken some dark turns, not least the murder of teenagers for the trainers.
Made independently over seven years, Bamiro interweaves a number of themes, from America’s love affair with consumerism to the mass-market 1980s breakthrough of African Americans such as Jordan, Eddie Murphy and Prince. In the wake of its screening at the BFI London Film Festival, I spoke with Bamiro via Zoom about the making of it. This interview has been edited for length and clarity.
Carol Nahra (CN): I enjoyed the film and as an American of a certain age this is my era. But how did you, a much younger Brit, come to be telling the story?
Yemi Bamiro (YB): I guess I started thinking about the story in 2012-2013 when I was thinking up ideas for longer form films. I had always been interested in trainers. The first iteration of this film was going to be about Air Jordan collectors because I felt that I had never seen anything like that before – I was interested in the culture and their enthusiasm and their obsessiveness over this one brand. So I started to make that film, and some of the collectors that I profiled are actually made the cut for the feature film. But I realised maybe after a year that I needed more to sustain a feature length narrative arc. So then I started thinking about the origin story of the Air Jordan. I started to seriously think about Michael Jordan in terms of marketing and how much that has given the world, given that that was the first foray into superstar endorsement deals. And that’s pretty much how the story came about. I knew that it was an idea that I wouldn’t get bored of after a couple of years, that it would be something that I would be able to stick with. And I thought that was important given the fact that I realised it was going to be take a long time to make this film independently.
CN: How easy was it to get access to your interviewees? What was that like as an outsider?
YB: The access was pretty straightforward but I only say that because we had the luxury of time. Everyone that you asked to put in your documentary is not necessarily going to say yes straight away. They want to know who else is in your films. I think if someone had given us a pot of money in 2013 and said deliver this film in 2015 I think you know we might not necessarily have had the contributors that we ended up having in the film. Because when you ask somebody to be in your documentary they might say no and you have to persevere and keep knocking and gently knocking until they say yes. I am not really a person who goes away easily given I was so invested in this project.
CN: Did you try to get Michael Jordan or Spike Lee?
YB: I never entertained the idea of getting Michael Jordan because it would’ve completely changed what the film is. The film is about Michael Jordan in part, but it’s essentially about his sneakers; it’s about marketing; it’s about all of those interesting facets centred around this phenomenon. You couldn’t have Michael Jordan in your film as a talking head: he would have to be beginning middle and end. We did definitely try to get to Spike Lee but he is an Oscar winning director and he’s got lots of things on. So we didn’t get him.
CN: You made this independently. Where did you get money from?
YB: We self-funded it for many years. After about two years I met this guy, James Ramkoleea, who is now really good friend of mine in my NCT classes. And he lives locally and is an Arsenal supporter and we just started speaking about our lives and I told him about this film. He said ‘I’ve always wanted to invest in film’. I kind of laughed at him and then over the next six months he kept prodding me about getting involved in this film. Then he gave us a chunk of money and invested in the film! And his contribution and him coming on board as an exec producer was the thing that allowed us to get the film across the line. We got in to SXSW and that pretty much changed everything for us.
CN: When did Christo (Hird, Dartmouth Films) get involved?
We met Christo in like 2016 when we got into MeetMarket at Sheffield Docfest. And I think we basically felt a little bit fatigued because we had met everybody, but we only met a few people who were really champions of the film, that really got it. And Christo was one of them. We made the decision in 2017 to go back to all the people who have just championed this film. Christo was one of the people that believed in the idea and bought into it so I think we formalised everything in terms of him coming on board with Dartmouth in 2018.
CN: At what point did you become aware of The Last Dance series? You must’ve both been moving ahead at the same time.
YB: I knew that ESPN and Netflix are making this mammoth 10 hour special on Michael Jordan. I think I became aware of it maybe two years ago. I didn’t think anything of it because I always hoped that our film would be out in the world and we would be quite clear down the road before that mammoth came along, you know? But then the global pandemic happened and SXSW got cancelled and ESPN obviously pushed it forward because they had huge programming slots in their schedule because of no live sport.
It was like the number one trending topic on Twitter every week that they dropped an episode. It was too close to home for me – I couldn’t engage with it because I was thinking what’s the point of us even putting this film out when this thing has stolen all of our thunder? But thankfully the Last Dance team had a different objective. Their objective was about Michael Jordan and his last season with the Bulls and our film was completely different. So we are able to co-exist.
We then very much existed in the slipstream of The Last Dance because I think it showed that there was an appetite for all things Michael Jordan, nostalgia, 1990s NBA basketball. And we just happened to have a film that dealt with all of those things at a time when everybody was at home and wanting content so I think we got really lucky. That’s how we sold our US TV rights to Vice – they saw the reception that The Last Dance got.
One Man and His Shoes is playing in UK cinemas from 23 October, and on demand from 26 October.