Richard Crouse

It may be hard to imagine now, but there was a time when the words Nike and basketball were not synonymous. Way back in the early years of the Reagan administration, Nike was a third tier sneaker company, better known for lagging behind Adidas and Converse than for their now famous swoosh logo.

“Air,” a new sports drama that reteams Matt Damon and Ben Affleck, tells the story of the celebrity endorsement that changed the game for Nike, sports merchandising and popular culture.

Damon is Sonny Vaccaro, a pudgy marketer who tries to convince basketball stars to align themselves with Nike. Trouble is, back then the company was best known for making comfortable shoes for middle-aged joggers.

“There’s nothing cool about Nike,” says college basketball coach George Raveling (Marlon Wayans).

When Vaccaro finds rookie Michael Jordan (Damian Delano Young), he is convinced the 21-year-old backboard-shattering phenom could be the face of the company. “I believe he is the future,” says Vaccaro. Now all he has to do is convince his skeptical boss, the elaborately toupéed Phil Knight (Affleck), and Jordan’s even more skeptical parents James and Deloris (James R. Jordan Sr. and Viola Davis) that this is a good deal for everybody.

“I believe in your son,” he says to Deloris. “And his story is going to make us want to fly. But a show is just a shoe.”

“Until my son steps into it,” she replies.

“Air” is a biography of a brand that, somehow, doesn’t feel like a two-hour advertisement for basketball shoes. That’s because it’s really not about the shoes, although there are several beauty shots of the prototype Air Jordans. Like all good sports stories, the specificity of the story, in this case Vaccaro’s journey, becomes a universal story of inspiration, determination and risk taking.

Damon is in likable puppy dog mode here, handing in an affable performance that relies on his considerable charm as an actor to buoy the movie’s never-say-die themes. We know how this story ends, but because Damon is easy to get on side with, we go along for the ride.

He’s supported by a terrific secondary cast, including Jason Bateman and Chris Tucker as the rule-breaking members of the Nike marketing team and Chris Messina as an over-the-top agent who says, “I don’t have friends. I have clients.”

As Michael Jordan’s mother Deloris, it is Viola Davis who delivers the film’s most potent message. In a performance fueled by grit and warmth, the character’s steadfast belief in knowing the value of a person is conveyed without a trace of sentiment or manipulation.

The lack of Michael Jordan, in what is essentially a Jordan origin story of a sort, is puzzling. Affleck, who also directed the movie, says because Jordan is so well known, he felt making him a character would be distracting. We’ll never know for sure, but it does feel odd that on the handful of times he appears—other than in archival footage—we never see his face, only his back and shoulders and usually out of focus.

According to “Air,” number three on Nike’s business manifesto was “Break the rules,” and certainly, in the courting and signing of Jordan, they did. Affleck breaks fewer rules, using standard montages and a lot of needle drops to establish the 1980s backdrop. We’ve seen a lot of this stuff before, usually in movies that aren’t as good as this one. But despite some familiar visuals and music, “Air’s” underdog story is still a crowd-pleaser.