The phenomenon of Air Jordan sneekers, showing their social, cultural and racial significance and how ground-breaking marketing strategies created a multibillion-dollar business. It is also a tale with a dark side, as Nike's high price tag and marketing strategy has fuelled a demand so great that since, 1989, young people have killed for a pair of shoes. This film is a parable of America's love affair with consumer capitalism and celebrity culture.

Contains some strong language and upsetting scenes.

Available to view online. You will need your college email address and password.