The 10 principles of Nike are highlighted throughout the film, Air, and used to explain the actions of its characters. What are these principles?
Air, about the creation of the Air Jordan shoe line, sees the 10 Principles of Nike playing an important role. The film, directed by Ben Affleck, explores the gamble Nike took on 18-year-old Michael Jordan to be the face of their company, revolutionizing the world of basketball sneakers and sports culture along with Jordan. Throughout the movie, text appears on-screen displaying the "Principles of Nike," used to structure a segment of the story.
While it's still divisive among fans whether player empowerment has stretched too far in the NBA to the point where it isn't fair to teams from a business standpoint, there's no doubt it's been successful. The NBA is a league of personalities, with players known off the court for their music, their podcasts, their cooking shows, and of course their sneaker lines. The creation of the Air Jordan line changed sports. 9 2. We’re on offense. All the time.
6 5. Assume nothing. Make sure people keep their promises. Push yourselves, push others. Stretch the possible. While much of the fifth principle reiterates ideas already expressed, "Push yourselves, push others" can describe the team involvement of the film. While Sonny Vaccaro makes the initial push for Jordan, it's a combination of multiple people's ideas that make the brand what it is.
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