A feature documentary film
The Legend of AJ1
Born amid the most unlikely of circumstances and strapped to the feet of the Greatest Basketball Player of all time, Air Jordan 1 tapped such a cultural nerve deep inside a generation it broke through barriers of age, race, gender and time and ultimately transcended sport to become a global phenomenon.
Independently developed, financed and produced the film is being distributed by Lionsgate.
“An Air Jordan 1 billboard pops up in Los Angeles.”Hypebeast
We launched with a mysterious billboard in the heart of LA’s Sneaker District, driving hardcore heads to debate WTF this shoe drop was across social?
We further fueled the fire by “leaking” an internal design asset that set speculation ablaze on the possible forthcoming “sneaker release”.
“Fans of His Airness will be excited...”Hypebeast
“The AJ1 is more than a shoe. It's a symbol of a much greater meaning across genders, race, geography and time.”Dexton Deboree
We dropped our official trailer on TNT during All-Star Weekend’s Dunk Contest, paying off the hype, quashing the debate & revealing the sneaker was in fact a movie.
We premiered at the Tribeca Film Festival at the historic Beacon Theater before 2,700 fans, followed by a surprise hip-hop show featuring Fat Joe, Kid Ink and Gizzle.
We hosted a series of exclusive, private screenings around the world for the most loyal sneaker fans, in the ultimate limited edition experience to see the film before the public.
The Smithsonian National Museum of African American History and Culture hosted us for a special screening, followed by an important panel discussion, featuring legendary basketball great, Carmelo Anthony, Jordan Brand Chairman, Larry Miller, Jordan VP, Howard White, The Museum’s Sports Curator Damion Thomas and ESPN’s Michael Smith & Jamele Hill as our esteemed Moderators.
The film is currently available on digital platforms around the globe.
Cast & Crew