Air

Sometimes...all I need is the air that I breathe, and to buy you
dir: Ben Affleck
2023
A generous way to talk about this flick is to describe it as a mildly entertaining biopic about the guy who put together the deal that resulted in the creation of the Air Jordan basketball shoe, which changed the game as it related both to sneakers as consumer products and the arrangements basketball stars would have with merchandising companies for ever more.
A less generous approach would be to say it’s a movie about a fucking shoe.
This is Australia. We used to call them runners, no matter their purpose, though I guess the kids of today probably don’t call them that. But, yes, back in the day, whether they were Dunlop Volleys or branded stuff with logos or the knockoffs you got from the Victoria Market, we called them runners, regardless of how much or little running you actually did in them
I’ve never owned a pair of Air Jordans. I’ve never really aspired to own a pair, and, to be more accurate, have rarely been in a position to be able to afford a pair. Taking out a mortgage in order to secure a pair of shoes designed for basketball players, being a sport I do not play, seems extravagant even for me, and I waste money on all sorts of nonsense. But I know what they are. I know of them. Billions of people know what they are. Surely that means they are important, as, I dunno, some kind of cultural artefact?
I mean, I just wrote that, and I’m not really convinced. It’s a thing, a highly sought after thing that has generated billions of dollars in revenue for Nike and millions of dollars for Michael Jordan personally, but so fucking what? Tulips, Beanie Babies, Cabbage Patch Kids, iPods, Harry Potter books, all sorts of useless crap have generated billions of dollars for a select few.
And there’s no pseudo-docos about them. I guess I should be talking about the flick more in line with how Tetris approached the topic, being less about the money, and more about the unlikely result (of besting the combined fury of the mighty USSR and mogul Robert Maxwell in order to steal some computer program from them).
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