“That film introduced the world to Mars Blackmon, the original sneakerhead,” Lee told Boardroom. (Ted Dully/The Boston Globe via Getty Images) Spike Lee at the Greenwich Village Theater in New York on Sept. With 1986’s She’s Gotta Have It, the New York native played both sides of the camera, hopping on-screen as Blackmon, an undersized Knicks fan enamored of Air Jordans who steals the show with his oversized personality and poignant wit.Īs history tells it, the advertising minds at Wieden + Kennedy loved Lee’s character, casting him as co-star and director for an upcoming Air Jordan commercial. The origin item bridging Michael Jordan to Spike Lee is less a pair of sneakers and more a Brooklyn-billed cycling cap. The scorching sneakers stamped with Lee’s legacy character are not often spotted on screen or in the wild. While the iconic OG returned to the masses in the Fall of 2020, Lee’s personal pair in the commercial dates back to 2006: the “Mars Blackmon” Air Jordan 4, inspired by his classic commercials from the late 1980s.įor fans of retro releases tied to Jordan Brand, the split-second share by Spike garnered a double-take. Brooklyn’s own, Lee, lifts up the Air Jordan 4 in its infamous “Fire Red” color palette. Indigo, depicting a young protagonist named Zimmie, throws up a green Off-White x Nike Air Force 1 rumored to release later this year at the Brooklyn Museum. At the end of the clip, both Lee and co-star Indigo Hubbard-Salk deliver the iconic line while throwing up their own personal pairs: “It’s gotta be da shoes!“ Directing the clip from a seat he’s held before while reprising his role as Mars Blackmon - a character created for his directorial debut, She’s Gotta Have It - the storied creative came through in the clutch to depict Nike’s ongoing legacy from a vantage point all his own.
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