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Shoe ReelsThe History and Philosophy of Footwear in Film$
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Elizabeth Ezra and Catherine Wheatley

Print publication date: 2021

Print ISBN-13: 9781474451406

Published to Edinburgh Scholarship Online: September 2021

DOI: 10.3366/edinburgh/9781474451406.001.0001

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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 06 July 2022

It’s gotta be the shoes: Nike in the Spike-o-sphere

It’s gotta be the shoes: Nike in the Spike-o-sphere

(p.229) Chapter 17 It’s gotta be the shoes: Nike in the Spike-o-sphere
Shoe Reels

Jeff Scheible

Edinburgh University Press

This chapter traces the history and significance of Nike shoes within the auteurist mediascape that Spike Lee has cultivated for over three decades. Lee has steadily created his own dynamic, paracinematic universe that both parallels the logic of Hollywood’s dominant mode of production and resists some of its core tenets by retaining at its centre the distinct idea of the auteur—precisely what transmedial storytelling and postmodern textuality are often viewed to have obliterated. The chapter focuses on the beginning of Lee’s professional career in the 1980s and its current moment, noting the strong affinities between these moments both in American culture and in Lee’s work, which are intimately bound up with one another. Examining Lee’s career in this way provides insight into Lee’s engagement with the problem of police brutality and the enduring injustices faced by the black community in the US.

Keywords:   Spike Lee, Nike, Do the Right Thing (Spike Lee, 1989), She’s Gotta Have it (Spike Lee, 1986), Michael Jordan, Instagram

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