There are times when someone has an idea that has a domino effect on our culture. One of those examples is seen from the actions of Sonny Vaccaro. He created a movement in the world of college basketball that ignited the sneaker culture that we see today. ESPN showcased Vaccaro’s story in the 30 for 30 documentary called “Sole Man.”
I really enjoyed this documentary. Not only did I learn about the early stages of how shoe companies infiltrated college campuses, but saw how Sonny knew how to play the game. Vaccaro was the creative mastermind in the Air Jordan campaign. He talked to Michael about how Nike was going to give him his own shoe. Jordan wanted to sign with adidas. Once MJ learned what Sonny could do for him Jordan signed with Nike and the rest is history.
Sonny also recruited Kobe Bryant and LeBron James towards sneaker deals. “Sole Man” is directed by Jon Weinbach and Dan Marks. They did a fantastic job of showing one man’s rise from a humble Pennsylvania steel town roots to become the most valuable marketing asset in the billion shoe industry.
The directors spoke on their films saying, “We’re both slightly obsessed observers of sports, pop culture and history, and we’ve had the great fortune to dive into those topics in a variety of formats — from newspaper articles to feature documentaries to TV series. So when we had the opportunity to make this film, there was no hesitation because, well, Sonny Vaccaro’s story is the perfect blend of our personal and professional passions.”
I was a little late to this party. I just recently saw this film. It originally aired on ESPN back in April. I watched every minute in awe. This documentary was in my wheelhouse. I found out things that I never knew about the sneaker industry. Even if you are not into sneakers or sports this film is worth watching.