JordanHeads: Documentary On Kickstarter To Capture Culture Around Air Jordans, Nike

calvan-fowlerWhile working at a Puma shoe and apparel store, Calvan Fowler says he often saw patrons walk in with Air Jordans on. Furthermore, he recognized that often times those Jordans came with a story. The filmmaker in him realized there was an opportunity to capture those stories, and so he set off in an effort to document the culture surrounding the world’s most popular shoes.

The film is called JordanHeads, and according to the Kickstarter campaign page the film is already mostly completed. Fowler has turned to Kickstarter to fund the final stages of the film: post-production, visual effects, sound, etc.

What is interesting is that some of the footage is international. These shoes are apparently not just an American phenomenon. Make no mistake that they are a phenomenon in the states, though. Michael Jordan still earns somewhere in the neighborhood of $60 million per year on the Jordan brand (a subsidiary of Nike) more than 10 years after his last NBA game. Some people will kill for a pair of Jordans, literally.

Michael Jordan has been retired from the game of basketball for more than 10 years, yet the Air Jordan sneaker still sells in record numbers. It helped make Nike the sneaker juggernaut that it is today, and created a cult following beyond belief. There are people, known as “Jordan Heads”, who have refrained from buying food just so they can buy a pair of Air Jordan’s. Some have stood on a line for hours, sometimes days or weeks just so they are guaranteed a pair of the shoes before they sell out. Created & directed by Calvan Fowler & Executive Produced by Actor/ Filmmaker Michael Rapaport, this film tells the story of a cultural craze that knows no boundaries, no race and no economic barriers: the status and appeal of the Air Jordan shoe.

The campaign seeks $10,000 to finish the film. Some backers will be a little disappointed to find that there is no reward level for actual access to the film, but some other cool perks are offered including limited edition stickers, t-shirts, medallions, and even a pair of Air Jordan XX3 Premiers. The price for that tier? A cool 5 grand.


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