Disruptive Insights: Unveiling the Untold Story of "Air" and Deloris Jordan's Impact

Better late than never, I recently caught up on the movie "Air," a captivating tale that delves into the signing of Michael Jordan with NIKE and the subsequent rise of the iconic Air Jordan brand. While the movie's allure lies in exploring the profound significance of this legendary deal for Jordan and athletes in general, I found myself yearning to dig deeper into the subject.

White's thesis is that "[t]his bait and switch [film] is the newest version of what used to be derided as a "white savior" movie, in which a white moral paragon, Sonny Vaccaro (played by Matt Damon), delivers an "underserved" non-white person into the light of hope and civilization." Trust me, he's got a few more zingers in his article, including how the movie uses "Jordan and his mother to consecrate corporate and cultural luck..." Brace yourself for a compelling read.

I thought I had a radical takeaway – it might now be seen as marginally radical. Simply put: the movie should have been called "There would be no NIKE without Deloris Jordan." In a Hollywood Reporter article, Lovia Gyarke highlights Viola Davis's measured depiction of Mrs. Jordan. "[A]n argument could be made that this minimalism is a way of communicating the quiet power of Deloris, a woman whom Jordan credits for who he is." If Deloris Jordan had made a deal with Converse, THEY would have been the NIKE in this story. Gyarke astutely suggests that "Jordan's contract changed the way players made money from brand deals."

As the closing credits approached, a note enlightened us about Sonny Vaccaro’s role in taking on the N.C.A.A. and advocating for fair compensation for college athletes regarding the commercial use of their likeness. But again, Vaccaro got the idea from Deloris and later adopted it with trepidation! Whether you're an athlete, content creator, or brand owner, licensing holds immense power and potential. And it was Deloris Jordan who revolutionized brand licensing & endorsement deals, not Sonny Vaccaro, not NIKE.

That's the real story behind Air!