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Unbanned: The Legend of AJ1

A Feature Documentary Film

Unbanned is the powerful story of the Shoe that changed the World.

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.

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“An Air Jordan 1 Billboard Pops Up In Los Angeles”

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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?

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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...”


We dropped our official trailer on TNT during All-Star Weekend’s Dunk Contest, paying off the hype, squashing the debate & revealing the sneaker was in fact a movie.

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“The AJI is more than a shoe. It’s a symbol of a much greater meaning across genders, race, geography and time.”

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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.

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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 in the US. Coming soon to platforms and networks around the globe this year.

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