In August 1999, Michael Blum purchased a pair of Nike sneakers in Paris. Two years later he travelled back to where they came from - ‘Indonesia, according to the label’ - to try and learn more about them.
Blum portrays in his film the global recognition the brand has. He captures the company’s advertisments, plastered on billboards with only the Nike symbol visible. The “swoosh” is recognisable without a name to identify it, a logo so powerful that the products it represents become secondary.