Agency: Wieden + Kennedy
Year(s): 1988-92

Is there any doubt that this is the most influential sneaker campaign of all time? Spike Lee first introduced sports-loving Brooklynite Mars Blackmon in the 1986 film "She's Gotta Have It." Two years later the planets aligned as Tinker Hatfield created the Air Jordan III, Nike hired advertising agency Wieden + Kennedy, W+K hired Spike Lee to direct the Air Jordan campaign, Spike Lee enlisted his alter-ego Mars Blackmon to co-star in the spots, and this formula produced the greatest sneaker campaign and legacy in history. Mars continued to appear in countless classic Air Jordan ads until he was eventually bumped by Bugs Bunny in 1992….coincidentally, the same year I stopped wearing Air Jordans. (He did eventually return, following Michael's own retirement.)