How Michael Jordan Changed Sneaker Culture Forever | One Man and His Shoes | VICE VERSA

The uncensored story behind the visionary marketing strategy and complicated legacy of the Air Jordan sneaker phenomenon, told by the people who made it happen.
#CreateBlackHistory #OneManandHisShoes #AirJordans
From ONE MAN AND HIS SHOES on VICE TV.
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[@tontonpacute]

MJ jut made Nike what it is today and they are here saying they made "a mistake" about capping his royalties SMH

[@32icon]

Right, and made WAAAAAYYYYYY more than he did. The audacity!

[@hoodiek6802]

@@32icon Basically without Jordan Nike wouldn't even been known

[@EikottXD]

@@hoodiek6802 I mean they'd be known, but...

[@mrsoshadabaadman]

@@EikottXD Probably not the behemoth they are today.

[@omarkbiri3717]

The nerve.

[@davyc3]

It is amazing how those Jordan I and Jordan III are still the most hyped sneaker since the 80s. How crazy and timeless is that!

[@LaLaLonna]

The whole line..."we made a mistake by capping him"....i swear, this is what makes me mad about big business and capitalism. He made Nike as big as they are!

[@floydphillipsco]

I thought the same thing. "We made a mistake by paying him fairly" That's foul! and exactly the greed we've come to expect in our culture...

[@Samito07]

But capitalism with all it’s flaws is still 1000 times better than socialism

[@jayay5943]

My thoughts exactly

[@theacgkid]

Oh hush, the guy is worth $3 BILLION! I'd say he did alright 😂

[@HPM2006]

Thanks to Jordan’s mom 👍

[@CUBSfan7364]

You mean his parents and his hard work on the court

[@HPM2006]

Jeballa yeah but his mom made him go and listen to what Nike was pitching him so thank you to Jordan’s mom 👍

[@kdogg716]

@@HPM2006 no doubt.

[@leandrocatorce2741]

No bro. Thanks to Capitalism

[@JH-rz4xi]

thank your mom for buying your jordans!👍

[@Lastdance-hd6xd]

6:05 “ we made a mistake by not putting a cap on it” wow really??!! Even though he saved your declining company and helped turn it into what it is today you wish you had put a cap on his deal? If anything selling 126 million shoes in i year ( the first year at that) you’ll should’ve increased his royalty deal

[@awol_ab]

That’s how business works. You make deals that benefit you. Nike took all the risk. There was no risk for Jordan. If Jordan believed in himself, then he could have gotten a higher royalty or negotiated for an option to redo his contract in the future. The world is different now in 2020 but back then it was who cares about the actual stars.

[@agentcodydanks]

Lastdance 2020 ohh shut up and sit nobody cares

[@iSlides916]

I was just about to say this that’s fucked up... if it wasn’t for MJ Nike wouldn’t be anywhere near where they are Michael is responsible for it they owe him everything in my opinion

[@Rand_al_Thor372]

He did eat their lunch on the stock he got. Shrewd businessman.

[@aeronbarreras2923]

you really wanna listen to a guy that said Magic Johnson was not cool....

[@aus-li]

Also how is Kareem Abdul-Jabbar not cool? He fought Bruce Lee before his death? This dude is just a fanboy.

[@s4mp_founder]

Them Converse Weapons. Yellow, Gold, and Purple leather was legendary.

[@PoppyJr11]

Clark Kent? Magic was cool, but not in the fashion sense. Nobody looked at Magic for his fashion like Clyde and Jordan.

[@KHALID-ip7jr]

I know. What a dick lol

[@jamesalvarado3961]

Hahaha I'm glad I wasn't the only one thinking this.

[@BostonsF1nest]

It’s crazy how Converse was way more popular than Nike before Jordan came along... MJ literally changed sneaker culture and revenue streams forever.

[@Johnny-WaIker]

Actually, MJ23 saved Nike from bankruptcy. Search it up.

[@junzueta91]

And to think he ALMOST signed with adidas till this pitch from Nike. Crazy!

[@EikottXD]

Didn't know that. I rock Adidas.

[@junzueta91]

@moon calf he preferred adidas but didn’t like that adidas wouldn’t allow him to create the sneakers that he wanted. Nike however allowed him to do that. So he signed with Nike.

[@Telonelemon3]

Lmao of course they put sneakers in the black history month playlist.

[@RL-xv1nk]

It’s essentially about MJ. he’s black history

[@faithflournoy8859]

Yes

[@jackwhite6537]

@@RL-xv1nk Michael Jordan is quite possibly the greatest basketball player of all time. He's American history. Not black history. He played in the Olympics as an American. Not a black man.

[@Simon-eo4df]

@@jackwhite6537 well said

[@Telonelemon3]

Im not hating I wear my black air force ones religiously.

[@PeakFilmClipz]

Damn Clyde was hands down the cleanest player ever bro a whole pimp

[@carmeloshin]

Damn I really wasn't expecting for David Stern to pop up.

[@chuck8772]

I was really hoping this video kept going on and on. I don't own a single pair but it is crazy to see how a shoe became much more than that. Marketing is everything and the NBA did the best thing possible.

[@windycity1450]

Also goes to show how materialistic people have become over time !!

[@campkira]

you still need a good sneaker to walk around... .and we are happy to wear a shoe for 6 month and resell it ... how bad is that?

[@Channel9iNE]

@@VoxVictus I mean cheap shoes aren't much better when it comes to the sweatshop argument

[@turk3sh]

@@VoxVictus Payless shoes are made in sweatshops lmao.

[@uriah9638]

Idk why people get so offensive. We want to buy shoes, we can afford the shoes. It's simple as that

[@FredoNavajas92]

If anything it shows we’ve always been materialistic lol

[@underweightHater]

ah, yes, the "culture" of how we bought crappy sneakers at extortionate rates to make rich people richer.

[@ruselbruff1001]

Imagine if he took a 50/50 split!

[@mattgrele6318]

they would of hired mafia to kill jordans dad

[@detroittechno7904]

I’m so bored I’m watching a story I’ve seen many time and on vice. I should be worried about myself.

[@valerieee8473]

When I was a elementary kid I loved learning history and black history. so each year I was always excited about black history month, I couldn’t get over the stories about ruby bridges, Rosa parks, Harriet Tubman, Martin Luther king jr, and etc. 😊

[@pooneyheat]

It's really fucked up how this dude is said they made a mistake by not lowering Jordan's royalty rate after they reached their goal 🤦🏾‍♂️

[@Koyasi78]

Wait. Is youtube seriously putting up Jordan's as a highlight during black history month. You mean the shoes young black men were killing each other for so a company could profit? The word is called tone deaf by the way.

[@mrsoshadabaadman]

Yo how is that one guy on some. They made a mistake by not putting a cap on the royalty rate. That's so shady!

[@adamfrbs9259]

Had I kept my original 91 Jordans untouched...they'd be worth around $8,000 now. Ugh

[@hipking23]

Probably more than that. Especially after the last dance came out.

[@inmyownworldfr]

One my favorite brothers ❤🙏🏾 Jordans will live on 🔥

[@naughtius_maximus8243]

"I don't want a Black History Month. Black history is American history." Morgan Freeman

[@smb995]

BLM always 🙏

[@TkerIsAPimp]

@Pickle its not even the people, it is a poor mans culture. Saving minimum wage to buy overpriced shoes instead of something that can benefit you is an undeniable example.

[@partywitmarty]

@Hunting demons nice racism

[@tagone05]

Amazing seeing the history and how the culture flourished.

[@AD-jq7ow]

What culture ?

[@danisagala1908]

Wow, someone getting butthurted

[@takitogr]

Culture lol

[@ConsumeYourSoul619]

CONSUME

[@JimmmyRaynor]

LOL vice liked a comment Making fun of black culture. must be run by whites haha

[@lucyaklar6345]

I loved wearing my Chucks back in the 80s!!

[@FingeringThings]

MJ the GOAT in basketball and shoes

[@MacNifty]

Remember goat is satan.

[@joesoto690]

Screw that dude. He is trash. He neglected his wife and kids. A real man takes care of his family by being there. Money cannot buy your way to heaven. I hope everyone realize that. Pride comes before the fall!

[@floydphillipsco]

"We made a mistake by paying him fairly" That's foul! and exactly the greed we've come to expect in our culture...

[@markeedeep]

Loving the comments section so far. If there is anyone I can pinpoint for wrecking my childhood with the dictates of consumer materialism, it would without a shadow of a doubt be Michael Jordan. Michael Jackson, never, but Jordan- absolutely.

[@idrinkbreastmilk]

*Put yourself in Bruce Jenner's Shoes.* That aged like fine some fine wine ayy lmao

[@ianazura7915]

Thats what separate mike from other shoe endorser athletes..he started it all

[@0poIE]

*Erm was there a repeat scene in there? Look I'm tired! JUST TELL ME!*

[@johredtaoey9684]

yo there was

[@luisleon1411]

glad i'm not the only one

[@Flygreensox]

The best To ever do it🤷🏿‍♂️hands down baby

[@Flygreensox]

Banned both 😂

[@freeirishmexicanamericangi9199]

And Never forget about the slaves who make these shoes in China! Shameful!!

[@crist3809]

most products are made in china and south east asia nowadays, due to cheap labors. not just jordans.

[@JM-fo1te]

Found the commie

[@Whitey73192]

Hey go throw all your China made crap out or shut up

[@thedappercook]

Influencer marketing before the internet and Instagram. This is how it's done folks.

[@lucaswheeler5586]

"Functional Benefits of Consumption." Understanding this concept is basically half of an MBA and so many businesses overlook it. Every kid who's thinking about starting a brand needs to think about this, and until the answer is one that they'd truly buy into... save your money.

[@TkerIsAPimp]

Tops.

[@cjjones258]

The art of marketing

[@glen5084]

Thank you Tinker Hatfield !!!! For creating the Air Jordan !!! Thank you MJ for being the GOAT

[@chazglenn3]

Tinker didn't design a Jordan shoe until the Air Jordan 3.

[@shino8854]

No one thanks China for actually making them SMH.

[@glen5084]

@@chazglenn3 and that is why the 3's are the best ever ! and then they released the UNC 3's with the UNC baby blue and white ! Hands down the best jordan ever !

[@BostonsF1nest]

0:06 OJ like if the boot don’t fit, you must acquit!

[@jamesfaragoza5782]

The poor man's Cadillac shoe.

[@alwaysblessed5243]

I LOVE stuff like this!!🙌😍👏

[@BJLegacy74]

Michael Jordan is the reason why I wore these shoes as part of my legacy.

[@Rand_al_Thor372]

I was the 3rd person in Tx to put on a pair of Jordan 1s. the 1st two dudes were the guys working at the Foot Locker so i was the first civilian to own Jordans. I had to prepay and it was $65.00 and ppl thought i was fucking insane for paying that for shoes!! I had the 1st jumpsuit too. I thought i was bad ass with that gear on!!! It looked cool af.

[@Rand_al_Thor372]

I knew who he was from his college career and then one day they played a commercial, THE commercial the jumpman silhouette came from, and ended w Coming Soon. Oh i was hooked. Had to have em. Called foot locker and went and paid for em the next day. I was 14.

[@shino8854]

I was the second kid who stitched on the soles in the factory in China Shenzen, you can thank me here.

[@Channel9iNE]

@@shino8854 thanks for the dope shoes

[@buffaloblack3993]

@@Rand_al_Thor372 Mr Purple rain himself designed the 1st J's? GTFOH 😂😂😂

[@Rand_al_Thor372]

@@buffaloblack3993 nah it's a joke cuz there was a rumor it was true around the time Prince died. That he intro'd Mike to Nike AND designed the J-1s..

[@johnduffy9088]

Larry Bird is pretty cool

[@NotoriousSIG1855]

Wtf that dude saying that Magic wasn’t cool? Magic is cooler than the other side of my pillow.

[@darnayblue3081]

MANCHESTER UNITED Yeah, but not here in the states. We never played soccer in the hood, I only heard about soccer when I moved to the suburbs at age 8. Basketball and Football are the top 2, baseball comes in at third then golf and tennis are the latter two. I can’t name one soccer player anywhere near as big as Michael Jordan and not a single one of them has carried an entire brand on their back like MJ did Nike. Most cultural icons start in the US, typically in major cities like New York, Chicago, and Los Angeles; and most trends are started in the urban areas of these cities and soccer is probably the lamest sport to people who don’t even care for it in the first place.

[@hijoseph100]

Darnay Blue Cristiano Ronaldo

[@griffinmorgan7623]

@@darnayblue3081 my G I know I'm responding late but I'm doing it for Jordan and me. He from Wilmington North Carolina Cuhz ain't many niggas made it out here bro give him his NC Respect he owns the Hornets dumbass.

[@keralytekid]

Phenomenal video! I do wonder why they don't identify the people being interviewed.

[@mattgrele6318]

i remember having to beg my parents for 3 years for a pair of jordans. 100$ for a pair of shoes getouta here-dads voice

[@tomking7080]

Thank Tinker for the success of the brand because without him there wouldn’t be a Jordan brand

[@JJones-cl4dm]

first expensive pair of shoes i had as a kid. red white and black Jordans

[@rentabs7233]

Shoulda part 2 this docs

[@kobeshaffir6461]

Jordan also got his father killed because of gambling debt and had to quit basketball for the same reason. Great example of black excellence

[@markeedeep]

For real???

[@kobeshaffir6461]

@@markeedeep yes he owed money to the mafia and didn’t want to pay because he was the greatest of all time.

[@freeirishmexicanamericangi9199]

This is so sad that this is in the Black history months Playlist Give them Bread & circus I guess

[@LuisRodriguez-vp3en]

Sad you’re a Latina trumpie

[@returnoftheschaef2084]

@@LuisRodriguez-vp3en Sad you’re telling her how to vote based on her race.

[@dickbiggerjr3613]

@@returnoftheschaef2084 he didn't tell her how to vote, he expressed his own personal feelings. He finds it sad, maybe you don't but dont twist the situation into something it's not.

[@psidianculpa5929]

@@dickbiggerjr3613 yeah, he wasn't telling her how to vote, he was shaming her for her wrong-think. If she watched the news she would know trump is bad and anything that they tell you is attached to trump is bad.

[@psidianculpa5929]

The guy at the end explicitly says " we needed to not only make kids consume, but they need to feel like they have a problem that needs to be solved, that these shoes will make them a better basketball player." If you think this is a great cultural event after watching this you're a focking moron.

[@juliuskilonzi4421]

They expected to sell 3,000,000 $ in 3 years but ended up selling 126,000,000 $ in one year??? WTF?

[@jamesclark7415]

Why would there be a cap on royalties? MJ was the salesman, responsible for the company and shoes success. He deserves every penny he received and then some.

[@Rick_Smooth]

At 4:30, was Gatorade on the hash tag game way before social media? Haha

[@goldsilverandiamonds]

Great marketing and business by Nike changed sneaker culture. Jordan's image and hype were essentially created by Nike to sell product. Jordan was paid well by Nike to sell product. He's been a good Nike employee ever since.

[@thetruth1862]

Can you imaging how mutch a powder blue pair of Jordan's would sell for if he still had them

[@shintot970]

Converse that time was so cool

[@ahrenmann908]

"Sneaker Culture"

[@JimmmyRaynor]

lol

[@moodmusik]

what is going on with the editing in this video?

[@redscorpion9325]

Now Nike owns Converse

[@HookahAnonymous]

This was dope

[@palillo2006]

At 8:32 he is not wearing the og 1st. He is actually wearing the 1.5s!

[@boxsurf]

Give tinker Hatfield his credit too.

[@johntaylor-lo8qx]

Dang!! What a story!! I'm 45 now and have been wearing only Jordan's since grade 8. Had to get a paper route to buy them cause at the time my parents couldn't understand spending 200$ on shoes almost 30yrs ago...

[@pinut187]

Its still ridiculous the amount of money that they charge you for a pair of shoes made in Third world countries under dubious working conditions for a couple of bucks. But hey if it took you so long to know about the story of the only pair of shoes you wore since grade 8, I guess you have no real interest about it in the first place and you are just a simple consumer that buys the same thing over and over again without really thinking.

[@Maplelust]

MJ was like my childhood hero until I found out what kind of person he was. very sensitive and full of himself.

[@imCNZA]

I don’t condone acting that way but you will probably find the most champions/childhood heroes aren’t the person they may seem like.

[@pjtan2703]

Like he said himself he aint the type of guy to look up to.

[@hurricanestarang]

What Conza said! I've met a couple of my childhood heroes, and you gotta realize early that these are people too. They live their own lives, with their own opinions and tastes. Do you think Michael Jordan spends his whole life always in Bulls gear, sweating, driving down the lane? Nah, he's got a mind of his own.

[@uriah9638]

Being sensitive and full of himself made him the best basketball player ever

[@JesseReinosa]

You are completely wrong and should watch The Last Dance specifically the 2nsing of Ep 4

[@dsanchez9703]

My fav Jordans AJ 4s, AJ 11s, AJ5s, AJ 12s, AJ13s, AJ 6s

[@michaelmccarthy4615]

When is part 2 going to be released???

[@MoniqueSinha]

Just saw the Netflix documentary series. How amazing!

[@BostonsF1nest]

Damn could you imagine playing professional basketball in fuckin Chuck Taylors? My feet would be bleeding after one game 🤣😂

[@duckywheeze9783]

Anyone notice how they blocked the comments on the first video??🤔🤔

[@juliofernandez9642]

That photo of Abdul-Jabbar.. wait, he wasn't ready!!!

[@TheOldAmishMan]

0:01 Put yourself into Beice Jenners shoes. I dont think I can pull off heels.

[@brantub]

this just made me want those classic converse

[@thetruth1862]

Banding those shoes was the best thing they could have done

[@sofaninja0552]

How do they rip this from save the last dance and slap a vice logo onit and claim it as their video

[@Gurupimp10]

Scuffed Editing on this video xD

[@russ972]

Rip David Stern

[@JustAwesome2020]

MJ is The Goat💯

[@neiloshodges2816]

What a ridiculous world we live in.

[@knowledgeispower817]

Steve prefontaine is the one that started it for Nike

[@midnightwithoutyou61]

Just watched film maker Yemi Bamiro on BBC breakfast news claiming that without Nike endorsing Michael Jordan there may not have been a Adidas Beckham football boot. Well sorry to say Adidas were the first, they had already endorsed Franz Beckenbauer with the Beckenbaur and the Beckenbaur super football boots in the mid 70's. So may be without the Adidas Beckenbaur there wouldn't be a Nike Jordan.

[@iamLODD]

🐐

[@joesoto690]

YOU SHOULD PUT A JACKASS INSTEAD OF A GOAT.

[@acetate909]

So next time my GF makes fun of me for buying a $300 pair of limited editions I can blame Jordan? Neat.

[@Somone_final_final_v2]

@@VoxVictus I don't really care about shoes but if he has the money to spare and he enjoys it no different to other collections imo. She should still make fun of him though haja

[@GorilieVR]

Tbh I've never cared about shoes but whatever tickles your pickle i guess 🤷

[@tonymaw8582]

Make a short doc on being a police officer like the decisions they make the things they’ve seen etc etc

[@OjaysReel]

NatGeo pigs?

[@tonymaw8582]

Ojay Is Ojay net geo humans who do a very difficult job and you wouldn’t know Unless you were in there place stop dehumanizing police

[@OjaysReel]

@@tonymaw8582 marionettes and murderers are not humans. Shifting goalposts won't change that.

[@glen5084]

Lots of people on here crying about how these were made and who and where they were made ... Why is it any of your concern how , where , and when I spend my money ?

[@tech1238]

Take this W Vice 👍🏻

[@qgtm91]

VIRGIL ABLOH REMIXED IT ONCE AGAIN, everyone wants Nike X Off Whites Collab sneakers

[@kobeplays798]

RIP David Stern

[@azamatk0928]

Pretty interesting topic. Same as the player)

[@LegendarySportsOrg]

Did that NY guy say Magic wasn't coo? The man that would sell out Arenas and was always getting people off their seats and was mobbed on the street? Wasn't coo?

[@andysanchez9651]

R.I.P. DAVID STERN

[@angeloalmario]

Part 2?

[@radioactiveraid9257]

Can’t wait to liberate these from Foot Locker

[@tyrranicalt-rad6164]

I never got into the hype around Jordans, so I never bought any.

[@shastaweston]

I'll admit, they're nice shoes, but id never buy any, they just aren't quality shoes like some other brands ive worn. Theyre just showy. Not as functional like some other shoes. i.e. Asics...

[@bctdmarketingdesign675]

Lolololol “inner city kid” lo lolololol

[@D1G1T47]

Where’s the rest

[@JogBird]

sneaker culture seems to be an american thing eh?? i dont get it, i buy shoes to wear

[@ashdoglsu]

It's a black thing mostly. My step mom is a millionaire and has never payed more that $50 for athletic shoes. Probably never over $40.

[@darnayblue3081]

Japan has a lot of love for the sneaker culture as well. Most trends start in the states though.

[@Maplelust]

I didn't know it was 'culture'.. in fact it's not. get shoes that are sturdy and support your spine. end of story

[@filbao8113]

@@VoxVictus 😆

[@smitrj1916]

See how they try to fuck over you the mistake because I’m the best player and the shoes are selling because of me dude deserved that money

[@bmontymk603]

Thanks to jordan dad