Michael Jordan

2023 will be remembered as the year of the movies that are consumer product origin stories. We’re used to seeing heroic stories of military figures, musicians, political leaders and activists, and, because movies are written by writers — writers. But in 2023 we had a remarkable number of movies with heroes or anti-heroes who were, well, capitalists. We saw the origin stories of Flamin’ Hot Cheetos, Blackberrys, Beanie Babies, and the proto-computer game Tetris, By far the best of the group, though, was the story of a sneaker, a shoe that would become so popular it would have, well, a massive cultural footprint.

Air: A shoe is just a shoe until someone steps into it. It was 1984. Americans were doing the Jane Fonda workout. Prince Charles and Lady Diana became parents to a future king, Mr. T pitied the fools, Clara Peller asked “Where’s the Beef?” and Converse ruled the athletic shoe world. A little ol sneaker company in Oregon was out to change that.