Jordan Heads

The Air Jordan sneaker has created a community of people for whom every purchase of a shoe not only provides new levels of social capital, but also deeper connections to a global network rooted in a shared infatuation. JORDAN HEADS tells the story of this "subculture within a subculture,” consisting of a diverse array of vocal aficionados. Their candid and sometimes controversial perspectives on the sneaker, the athlete, the craze, and the Nike corporation shed light on the passion that fuels brand loyalty.

Executive produced by actor/director Michael Rapaport, JORDAN HEADS focuses on the urban neighborhoods that created the Air Jordan craze back when the first pair hit the market.
This documentary speaks from the perspective of urban youth around the world and consists of over five years of footage, shot in four countries. Many of these self-described “Jordan Heads” choose to buy a pair of Air Jordans over their next meal. They stand in line for hours, sometimes days, to obtain the latest pair of their beloved sneaker brand.

The film also features firsthand accounts from more high-profile collectors, including cultural figures and hip hop icons such as Chuck D, Star the Hater, Smif N Wesson, Sadat X, Malcolm Lee, Clark Kent, Bobitto, Dave White, Kadeem Hardison, and Jeff Staple. We share their completely uncensored answers to provocative questions: Is the enduring popularity of the Air Jordan mainly about the design and aesthetics of the actual shoe, or does it have more to do with Michaels' appeal as an athlete? Did Nike take advantage of urban youth through the craze around the shoes? What makes Jordan Heads take over-the-top measures to keep their collections stocked? These interviewees share their frank—and sometimes politically incorrect—views, and provide insights on the impact this sneaker has made on a wide range of communities.

In the end, we underscore the positive aspects of this global phenomenon and how people from different countries find a common ground in a personal passion. Michael Jordan has been retired from the game of basketball for more than a decade, yet the Air Jordan athletic shoe still sells in record numbers. It helped make Nike the sneaker juggernaut that it is today and has created an enduring cult following.

We are currently in the post-production phase of JORDAN HEADS. We are crafting an edgy, fast paced film featuring a mix of classic documentary-style interviews and stylized jump cuts and montages. We have an unprecedented amount of footage shot on location at campouts for specific new releases around the country, from the early -mid 2000's. We’re also incorporating graphic recreations of past events, with smooth transitions that blend the old content with fresh takes.