On Monday, VICE TV announced they are releasing a documentary that dives into the world behind Michael Jordan's Nike sneakers and the phenomenon they became, and continue to be. The documentary, titled "VICE VERSA: One Man and His Shoes" will premiere on May 25 at 8 p.m. ET.
It will be a two-hour event, taking a look into the "social, cultural, and racial significance of the iconic Air Jordan sneaker."
VICE TV described what fans can expect:
The film explores the innovative marketing that built a multi-billion-dollar business and the dark side of greed and conflict around the shoe. Using a mix of archival footage and graphic animation, the documentary returns viewers to the nostalgic 80's and 90's hip hop scene to capture America's dark love affair with consumer capitalism and celebrity culture.
The film will include interviews from former NBA commissioner David Stern, Jordan's former agent David Falk and original designer Peter Moore, among others.
It will also feature clips from Dazie Williams, whose son was murdered over a pair of Air Jordans. The film goes through how the shoes were connected with crime, as they became such a coveted item.
In previews of the film, fans get a look at how Nike selected M.J. to represent their brand and why they put all their efforts into Jordan before he ever played an NBA game.
Fans also get a preview of how the sneakers became to be a status symbol and how their value started going up.
"I've been fascinated with this story for so long and have always wanted to examine it beyond the realms of just 'sneaker culture.' It's so much more than that," director Yemi Bamiro said. "This is a remarkable story about the incredible power of marketing, sports and celebrity culture. I'm excited that people are getting the chance to see this film, which has been a labor of love for so many years."
Executive Vice President and General Manager, VICE Television Morgan Hertzan commented on how the Air Jordan's are much more than a sneaker. "I've been fascinated with this story for so long and have always wanted to examine it beyond the realms of just 'sneaker culture.' It's so much more than that," Hertzan said.
The documentary can be seen on VICE TV, VICETV.com and the VICE TV app.