Air 2023

In 1984, Nike, Inc., based in Oregon, finds itself on the brink of closing its basketball shoe division due to dismal sales figures. In an effort to turn things around, Rob Strasser (Jason Bateman), the Marketing VP, and co-founder and CEO Phil Knight (Ben Affleck) assign the task of finding a fresh spokesperson for their basketball shoes to Sonny Vaccaro (Matt Damon). The situation is critical; after a significant layoff of 25% of their workforce, Nike’s basketball division is limited to a modest budget of just $250,000. Despite the existing dominance of Nike in the running shoe market, Knight is doubtful about the public interest in basketball shoes.

Sonny has a gambler’s instinct, often spending time in Las Vegas where he wins frequently but risks losing it all on one impulsive bet. The landscape of basketball shoe marketing in 1984 is heavily dominated by Converse, holding a commanding 54% of the market, while Adidas follows with 29% and Nike lags behind at 17%. Although Nike offers lucrative endorsement deals, high school basketball stars are drawn to Adidas, leaving Nike perceived merely as a jogging brand.

A key piece of advice from Howard White (Chris Tucker) resonates with Sonny: players often sign deals through their mothers, emphasizing the importance of family trust. Notably, the iconic Nike slogan, “Just do it,” originated from the last words of a condemned man facing execution, serving as a testament to the boldness they aim to embody.

As the executives analyze potential players in the 1984 NBA draft, they dismiss Michael Jordan (Damian Delano Young), believing him to be an Adidas fan and out of reach financially. Instead, they consider lower-ranked players, yet a conversation with a grocery clerk fuels Sonny’s determination to pursue Jordan. The clerk’s skepticism regarding Jordan’s potential ignites a spark in Sonny as he witnesses Jordan’s high school highlights, coupled with an inspiring commercial featuring Arthur Ashe.

Sonny passionately argues to Strasser that at only 18 years old, Jordan was pivotal in shaping his team’s victory, with even his coach recognizing his exceptional talent. In a bold move, he proposes to use the entire division’s budget to create a signature shoe for Jordan. However, David Falk (Chris Messina), Jordan’s agent, proves to be a formidable obstacle, insisting that Adidas is already making a substantial offer that includes enticing perks.

In a personal appeal, Sonny seeks out support from his friend George Raveling (Marlon Wayans), who had coached Jordan during the Olympics. Recognizing the risks involved, George encourages Sonny yet highlights the stakes of bypassing Falk.

Sonny eventually travels to Wilmington, North Carolina, where he meets Deloris Jordan (Viola Davis), Michael’s mother. He passionately advocates for Nike, assuring her that they would provide Michael with the individual attention that Converse and Adidas might fail to deliver. After an initial rejection from David, delivering a message of urgency, Sonny learns that the Jordans have agreed to meet with Nike at their headquarters.

As they prepare their pitch, they enlist Peter Moore (Matthew Maher) to create a prototype shoe, named “Air Jordan,” utilizing Nike’s innovative Air Sole technology. In a defiant act against the NBA’s outdated color rule for basketball shoes, Sonny and Strasser decide to embrace a distinctive design, ready to pay any fines incurred.

To their surprise, following a successful presentation, Deloris contacts Sonny with an expansive condition for signing – Michael would earn a percentage of every Air Jordan sold. Although initially hesitant about the financial implications, Knight recognizes the necessity of this deal to secure Jordan’s endorsement.

The aftermath sees an extraordinary success unfold as the Air Jordan line surpasses knight’s hopes, generating $162 million in its first year alone. This triumph effectively transforms Nike and forever alters the landscape of athletic endorsements. It is revealed that Nike’s division is now worth $4 billion annually, with Strasser earning recognition, White becoming a founding figure in the Air Jordan division, and Michael Jordan profiting handsomely from his revenue share. Nike’s acquisition of Converse in 2003 further solidified their market presence, while Deloris Jordan’s charitable work expands immensely, marking a profound change in the athletic and philanthropic landscape.