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KASSOVITZ: [In French] Run-DMC really made the world understand...
that the sneaker is to hip-hop...
what the crucifix is to Christians.
It's a religion. It's your identity.
KASSOVITZ: [In French] The smart move was to bring in Spike Lee...
after She's Gotta Have It...
to have Mars Blackmon...
become Michael Jordan's best friend...
and to have been so bold as to joke around with the whole thing.
KASSOVITZ: [In French] "The ad" for the Jordan is really Do the Right Thing.
It created the myth of the perfectly clean shoe...
of the sneaker being a jewel.
[In French] I remember when I bought my first pair of Jordans in New York...
they cost something like $80. It was the first shoe that cost more than $50.
It was a fortune.
They were white, and I said to myself...
that walking around New York in them, either I keep them clean and new...
but I keep looking over my shoulder...
'cause you could see that the cats in the street were looking at your shoes...
and could tell your sneakers were new.
They would take them in a second!
So I could either dirty up my sneakers...
in order to keep them...
but then they'd be dirty, or I would have to be a man and defend my Jordans!
[In French] I wish I had been smart enough back then...
and had the money, to have bought kicks and kept them in boxes for five, six years.
'Cause the real exclusivity...
is not in getting new stuff, but it is in keeping old models fresh.
[In French] It was all about finding your own kicks...
and it was very hard to be exclusive.
But if you were, you were considered a god.
And you could have exclusive kicks in France for longer than in the US...
because in the US someone else could get the shoes in two weeks.
So if no one else went to New York because it was off-season...
and no one could afford to go to New York off-season...
you were exclusive for many months.
I remember when dudes first came back with the first Jordans!
We were like, "What are these?
"These are not Nikes! There's no swoosh.
"Who's that little jumping man?" + + + http://www.imdb.com/title/tt0451090/ Just For Kicks ( 2005) English.srt 25 FPS + + + Only the French speaking parts are translated. + + +
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