By Laura Medina
If Neil Bogart's life story, "Spinning Gold" is about the music business where style and fashion follow the music, then "Air" is about the story behind Air Jordans, the trajectory and endurance of style and fashion from athletic footwear to designer streetwear. It's also about athleisure where jogging outfits became everyday wear and where the humble sneaker became designer wear,
1984 was a pivotal year where jogging and its accompanying clothes and sneakers were taken over by the rise of basketball. Remember, it was and is all about Michael Jordan and his sneakers specifically designed for him.
It was basketball and Michael Jordan that saved Nike, not jogging.
Since this is Ben Affleck's and Matt Damon's movie, this is a labor of love for them, a true fashionista movie.
Since Air Jordans saved Nike enough to be buy out its competitor, Converse, it launched a super stylish fashion category, the haute couture designer sneakers market that are keeping French haute couture brands afloat catering to Millennials and Gen-Yers, and don't forget the Gen-Xers that started this all.
"Air" should be watched by fashionistas and fashion students about product development, from its beginning to end.
"Air" proves there's more to fashion than haute couture clothes and catwalks and fashion shows.
It proves that fashion is a lifestyle.
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