Bruce Dowbiggin
Air: How Running Shoes Changed the Sports Business Forever
In Ben Affleck’s terrific film Air, basketball talent scout Jimmy Vaccaro is risking his career on signing Michael Jordan, who’s just been drafted third overall in the 1984 NBA draft. He gambles everything on his company NIKE, not noted for its hoops shoes, winning over Jordan and his family to a radical new design.
When Jordan’s mother, played powerfully by Viola Davis, demands a percentage of every Air Jordan shoe sold, Vacarro balks, thinking his publicly held company will never approve such a radical concept. The deal looks ready to collapse, with Adidas set to move in. As they do throughout the film, viewers are yelling at the NIKE executives on screen, “Trust us! He’s going to be great! Give him what he wants!”

Being onside with history is a wonderful conceit in an era where certainty is lost and liars prosper. The audience knows what will happen if Jordan puts on the NIKE shoes and goes on to become the global sports superstar earning billions. The shoes will generate $162 M the first year in production. Jordan still receives $40 M a year for his share in the shoe. (He’s set to sell the NBA Charlotte Bobcats for $3B.)
So, of course, Jordan signs with NIKE, the shoes sell like crazy and he fulfills his destiny as a great star, winning eight NBA titles and two Olympic gold medals. Affleck (who plays NIKE founder Phil Knight) throws in a rapid slide show on what’s still to come, including the murder of Jordan’s father, James; Michael mysteriously quitting to play baseball for two years and the defining final years of his brilliant career with the Chicago Bulls.

For this reason Affleck has made a wise decision in limiting his business story to the summer of 1984. He knows that the voluminous ten-part documentary series The Jordan Rules has already trod on the dramas of his Bulls career. His straightforward underdog story allows audiences to revel in the birth of their modern culture without any of the attendant culture wars.
Like Moneyball and The Blind Side, Air delivers an uncomplicated sports business story, this time about a prominent black athlete who eschewed politics with the line, “Republicans buy running shoes, too.” It’s what they used to call an all-American story. Like Hoosiers.Thanks to then ultra-competitive Jordan the NBA went from late-night delayed broadcast nowhere in 1980 to a global brand synonymous with wealth and power.
Then Knight stepped back in 2016. By 2017, NIKE was handing out multi-millions to disgruntled NFL QB Colin Kaepernick for disrespecting the national anthem. It led the way in funnelling millions to #BLM, even as the organizers used it to buy Hollywood homes for themselves. Knight’s company will be synonymous with slave labour in China and censoring NBA figures who challenge the proximity of the league and its Chinese paymasters.
None of this is even hinted at in Air. Cause-obsessed critics missed the low-hanging fruit. Instead, Peter Bradshaw of the far-left Guardian trashed the film for “looking like the most expensive in-house corporate promo in history: shallow, parochial and obtuse”. Predictably, the critic from @NPR railed against the film’s embrace of corporate culture. Aisha Harris calls it a “craven exercise in capitalist exaltation”.
The real issue is not capitalism but the corruption of athletics by the paymasters on the Left since 1984. Thanks to the new NIKE management progressive politics ensnare nearly every positive achieved by Jordan’s triumph. Knight’s bold initiatives and unapologetic opportunism have been bled away, replaced by the DEI and ESG and climate radicalism of people who’ve succeeded him in the C suite at NIKE.

If you want to know what that accomplished watch ESPN’s three Rs for about an hour. Race. Resentment. Radical environmentalism. As a result, the second act of this script would be something far more sombre than the giddiness of wooing Jordan and his family. The LeBron James generation of young players following Jordan reject his neutrality for unabashed acceptance of the latest grievance meme. They flaunt their riches even as they toe the line with China.
On the same topic, it would be interesting to see a film about how the NHL exploited— and then squandered— its Jordan Rules moment. Parallel to the Bulls star’s ascension the NHL experienced its own Jordan in Wayne Gretzky. A once-in-a century star, Gretzky possessed all the marketable qualities of Jordan in his NHL career that began in 1979.

Using the new marketing schemes exploited by Jordan and NIKE, L.A. Kings owner Bruce McNall wooed Gretzky to Hollywood in 1988 from remote Edmonton in the most famous trade in NHL history. For a time it seemed the NHL had gotten religion in their marketing, adding Disney as an owner and exploiting the synergies of Gretzky to open up the league to the southern U.S.
But then McNall was sent to prison for fraud, and Gretzky failed to deliver a Stanley Cup to the entertainment capital of the world. He moved twice more to teams that promised a chance at a fifth Cup, but it never worked out. There was no Air Gretzky. Disney and Waste Management, the prize new owners, abandoned the league when commissioner Gary Bettman became more obsessed with labour stoppages than talking up the product to the world.
International play seemed to flourish for a time, but by the 2020s, Gary Bettman’s league was what it had been, an isolated North American operation seemingly uninterested in the global reach enjoyed by the NBA. Blanket expansion of the continent, not the world, seems their goal. Gretzky, who once denied ever betting on sports, now pimps for legalized betting at MGM.
So yes, Jordan’s shoe was a blatant marketing manipulation of the culture. Its controversial China impact is massive. But the net impact of Knight, Vaccaro and the Jordan family living out the American dream puts anything the NHL has managed in its history to shame.
Sign up today for Not The Public Broadcaster newsletters. Hot takes/ cool slants on sports and current affairs. Have the latest columns delivered to your mail box. Tell your friends to join, too. Always provocative, always independent. https://share.hsforms.com/16edbhhC3TTKg6jAaRyP7rActsj5
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. Inexact Science: The Six Most Compelling Draft Years In NHL History, his new book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via http://brucedowbigginbooks.ca/book-personalaccount.aspx
Bruce Dowbiggin
Get Ready: Your House May Not Be Yours Much Longer
As political scientist Philip Kaufman explains, “If you keep saying you are on stolen land, don’t be surprised when judges give it away to the natives you said you stole it from.”
“At Dodger Stadium on Monday night, singer JP Saxe re-wrote the lyrics of O Canada. The Toronto pop singer swapped the official “our home and native land” for “our home on native land.”
All things considered the land acknowledgement by Saxe (born Jonathan Percy Starker) is pretty tame stuff in today’s climate where some Canadians are suddenly learning they may not own their homes. But like Justin Trudeau washing “genocidal” Canadian laundry at the UN Saxe’s stunt at the Series is just another sign that Canada’s clever folk remain all-in on humiliating themselves in front of the world over reconciliation.
The latest acknowledgements go beyond an off-key pop singer toying with a song lyric. Just ask citizens of Richmond, B.C. which has sent a letter to residents warning that their property may not belong to them. This after a B.C. Supreme Court judge ruled the Vancouver Island First Nation have won back fishing rights and title for part of the land its ancestors used as a summer home in British Columbia’s Lower Mainland— despite opposition by two other Indigenous communities.
The gormless BC NDP government, which brought on the crisis by refusing to legally challenge native demands in the Blueberry River dispute, says it’s monitoring the Richmond file, admitting “owning private property with clear title is key to borrowing for a mortgage, economic certainty, and the real estate market.” But no promises, folks.
Naturally the locals are not amused. One Richmond property owner, who says he’s owned and paid taxes on his home since 1975, has been told by his lender they won’t be renewing his mortgage after First Nations land claim.

The Eby government settlement— called by Bruce Pardy “an existential threat to the future of his own province”— is part of a wave of claims both written and oral gaining momentum across the nation. As we wrote in August, “Among those properties in question is the Vancouver International Airport in Richmond, B.C.. How slick is that? A Carney government that ran on protecting Boomers’ primary residence cashboxes has now managed to put the entire notion of fee simple home ownership at risk.
As blogger Liam Harlow writes, “Indigenous people will now have an unprecedented, parallel title to private property in that area, a legal first of its kind in a court declaration. This title is declared a ‘prior and senior right to land,’ implying a stronger claim, with the court fundamentally asking “what remains of fee simple title after Aboriginal title is recognized in the same lands?”
It doesn’t stop there. Under UNDRIP (United Nations Declaration on the Rights of Indigenous Peoples) the UN will hold any properties acquired “in trust” for all “aboriginals” as they bicker among themselves for supremacy. Whether Canada’s natives will actually get the land, they will have served as a convenient vehicle for the progressive Left to expand its jurisdiction.
The glass half full on reconciliation holds that Canada’s politicians negotiate a fee with the new native owners to stay on these properties. (Good luck getting a mortgage with the Haida Gwai as co-owners on title.) The glass half empty is your equity goes bye-bye. The decision shocked many earnest Elbows Up types who had no idea their elected governments had fumbled the ball this way.

This is the culmination of decades of federal Liberal acquiescence on the Indigenous file, incompetence highlighted by Trudeau’s pandering visit to a graveyard that contained no alleged murdered babies. Or his refusal to re-open the main rail lines in 2020 when natives blocked the CP tracks.”
Citizens losing their homes in legal disputes should lead every newscast in the nation. Good luck sparking debate on these onrushing crises. As members of the B.C. legislature discovered when they were fired by their party for articulating a few inconvenient facts on reconciliation. The paid-off media, meanwhile, are too obsessed with Trudeau dating celebrity Katy Perry.
The reconciliation fatwa imposed by the Canadian Left powers the ludicrous ongoing spectacle over the Rez School graves. Based on verbal tradition alone, the prime minister of Canada staged pictures with teddy bears when there has never been a murder charge or a family searching for a dead child ever registered in Canada.
Multi-million dollar payouts by the Canadian government to investigate graves produced no evidence of any bodies— mostly because no effort was made. Evidence shows that children in Rez schools might have had a lower mortality rate from TB than those children in their residences. Or even in the general public.
Anyone challenging this reconciliation orthodoxy is fired from teaching positions, expelled from mainline political parties and banned from polite society. No one in Laurentian media seems willing to touch the hot skillet. No wonder polling in 2024 showed 60 percent of Canadians still believe the genocide claim.
Using this blank cheque indigenous radicals demanded land acknowledgements before meetings, political rallies and sports events. To which Woke Canada has caved. A bill in the BC legislature to ban acknowledgements “that deny the sovereignty of the Crown within British Columbia or that attribute collective guilt to individuals based on race, ancestry or the actions of Canadian historical figures” was quashed (88 of 93 MLAs voting no) The MLA behind the bill, Dallas Brodie, was instructed by a fellow PC MLA to get on the “right side of history.”
Meanwhile activists are in classrooms repeating the sanctity of land acknowledgements, ignoring that these lands had turned over many times in tribal warfare. To take just one example, the Comanche used the horse to go from a Canadian tribe to conquering multiple tribes and civilizations across the continent, stealing land and enslaving women and children. But new history mandates that it was their “ancestral” land. The pattern is repeated across North America.
Canadian liberals shrug at this as all just words and theatre. But as political scientist Philip Kaufman explains, “If you keep saying you are on stolen land, don’t be surprised when judges give it away to the natives you said you stole it from.” The BC NDP government’s guilt trip is now producing land claims across the country with warning home owners that, guess what, you may not own your home, either. Like this aboriginal challenge over lands in western Quebec.
There may be better ways to inspire radicalism among normally placid Canadians than kicking people out of homes they’ve bought, but for the moment we can’t think of any. And that’s nothing to sing about.
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.
Bruce Dowbiggin
Is Roundball A Square Game? Sports Betting Takes Another Hit
The most-heard response to last week’s FBI arrests of NBA stars in a gambling sting was “Why do athletes earning millions need to win thousands betting spots?” Coming on the heels of the apparent Shohei Ohtani coverup— his translator took the fall—it also begs the question just how legitimate are the games on which the public bets? Especially with pro sports now partnering with legalized gambling outfits.
There have long been stories of the high-stakes poker and golf games played by Michael Jordan, Charles Barkley and other mega sports celebrities. There was the shocking scandal of former NBA referee Tim Donaghy fixing games for gamblers. Hockey fans remember the tawdry 2006 episode of Wayne Gretzky letting his wife take the fall for betting debts with former NHL star Rick Tocchet.
Now this. NBA Hall of Fame member Chuancy Billups, the suspended coach of the Portland Traiblazers, and Terry Rozier of Miami Heat were the eye candy in the arrest, but the problems go much deeper. If you listen to people like former mob guy Mike Franzese, who now is a security consultant, the reality is not The Sopranos method of busting limbs and shooting deadbeats. It’s more subtle.
According to Franzese the biggest fear for those caught in the web of underworld gambling is exposure of their mistakes. They will do anything to avoid these problems becoming known to their families, their friends and, most of all, their employers. They think the best way to avoid exposure is to play along with mobsters, become a small pawn in crooked betting and poker rings. As if.
So how do they get caught up in there first place? As Franzese explains, “The competition they have on the field spills over into the dressing room, where athletes on the same team often compete with each other in what they think is innocent betting on other sports.” In short they feel like big shots in Guys and Dolls tossing around dice. No one will ever get caught. Pretty soon, these naïve young men are racking up debts in the tens and even hundreds of thousands.
Because they can’t go the bank to finance their debts they end up looking for money on the streets from bookmakers connected to the mob. (It’s why the underworld knew long before the news went public about the bets coming via Ohtani’s translator) And that’s where they get hooked.
The people holding their debt are happy to let their marks get even deeper in debt, so as to have a better grip on them. While the mob guys threaten violence, what they want most is a conduit to the action. So, in the case of Rozier or former Raptor Jontay Porter, they’re asked to shave points on the proposition bets offered on their production. In the case of Billups, they’re asked to front corrupt poker games with whales (big bettors) lured by the promise of celebrities at the table.
Whatever the hook, they hope they can quickly escape the trap, but soon they discover they’re captives till they are of no use in fixing results of drawing big card players. Because they’re often panicked or broke from a divorce or bad investment they try to make the money back quickly. For the reason that even a 60 percent winning percentage is considered high, repeat winners in the 80-90 percent range tip off authorities. Betting pros know not to be conspicuous but to accept a medium return over a long term. But Billups fleecing guys for big stakes in poker is not inconspicuous.
Most often they face the option of going bankrupt or turning evidence to the Feds to escape. Neither is an acceptable fate for someone who, until their habit tripped them up, was considered heroes and role models.

So how straight are the games that people trust for honesty? Especially now that legalized gambling has expanded the pool of bettors incrementally. With everyone looking for an edge or a secret source it’s a temptation trap. The pro sports leagues have security departments always win the lookout for suspicious behaviour, but they are loathe to expose those athletes who have gotten into the trap.
The leagues are also their own worst advocates. Even though Tocchet admitted to the 2006 gambling allegations the NHL has seen fit to let him coach in modern-day NHL. Gretzky turned in his innocence card when MGM needed a front man for its sports betting operation.

Current Tigers manager A.J. Hinch was the manager of the wining Houston Astros when they cheated in the 2022 World Series. And Ohtani continues to star with the Dodgers, despite leaving his gambling-addicted translator in the dressing room of the California/ L.A. Angels for almost five years to soak up the kind of info the mob craves.
Likewise the casinos and betting sites want no exposure from reckless gamblers. Combined with the addictive appeal of betting to the players and fans, the problems are not likely to diminish. As a famous robber once said when asked why he robbed banks, “Because that’s where the money is.”
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster, his new book Deal With It: The Trades That Stunned The NHL And Changed hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.
-
Alberta5 hours agoFrom Underdog to Top Broodmare
-
Media1 day agoCarney speech highlights how easily newsrooms are played by politicians
-
Business1 day agoThe painful return of food inflation exposes Canada’s trade failures
-
Business7 hours agoPaying for Trudeau’s EV Gamble: Ottawa Bought Jobs That Disappeared
-
Business10 hours agoCBC uses tax dollars to hire more bureaucrats, fewer journalists
-
National8 hours agoElection Officials Warn MPs: Canada’s Ballot System Is Being Exploited
-
Economy2 hours agoIn his own words: Stunning Climate Change pivot from Bill Gates. Poverty and disease should be top concern.
-
Addictions4 hours agoThe Shaky Science Behind Harm Reduction and Pediatric Gender Medicine



