“Just For Kicks” is the first documentary film featuring an overview of the sneaker phenomena through interviews of world-renown collectors, Hip-Hop pioneers, industry players, rap stars, journalists, brand marketers and other sneaker addicts.
In the film, shot in New York, Paris, London, Portland and Los Angeles, insider personalities such as Bobbito Garcia, Rock Steady Crew’s Doze Green, Grandmaster Caz & JDL (Cold Crush Brothers), Rev. Run, DMC & Russell Simmons, Scoop Jackson, Futura 2000, Fab 5 Freddy, Bonz Malone, Wu-Tang Clan’s Raekwon, Damon Dash and more share their passion and their perspectives on how and why sneakers have evolved into one of the key elements of style of the MTV generation.
Far from a formal history of the sneaker industry, the story offers a fun and colorful insiders’ view of this phenomenon, narrowing down on the last 30 years during which Hip Hop became the dominant youth culture worldwide, a fact widely viewed as one of the key elements in the uprising of sneaker culture.
Analyzing this global phenomenon, the film is the first of its kind to present the underlying drivers and players that fueled the global sneakers revolution…. and its $26 Billion global market.
The film reveals the untold stories behind the successes of the world’s biggest brands, in the voice of those who made it happen, delivering the back story by delving into the music, urban culture, sponsorship deals, most hyped up re-issues, marketing politics, and corporate takeovers.
The story is supported by original footage as well as exclusive testimonies, never-seen before archive material, legendary performances, classic film clips and cult photography, ad-campaigns, music videos and album covers.
Vivid visuals blend with some of the hottest hip-hop tracks and music, film, graphic design and photography come together plunging the viewer into this overlooked part of today’s global pop culture.