The movie explores how Nike's basketball shoe division was struggling in 1984 due to low sales, and how the company's Marketing VP Rob Strasser and CEO Phil Knight tasked basketball talent scout Sonny Vaccaro to find a new spokesperson for their shoes. Although they considered third draft pick Michael Jordan off limits due to his preference for Adidas and Converse, Vaccaro convinced them that Jordan was a generational talent, and that Nike should pursue him and try to convince Jordan to sign with Nike.
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Follows the history of shoe salesman Sonny Vaccaro, and how he led Nike in its pursuit of the greatest athlete in the history of basketball, Michael Jordan.