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Marketing of the Air Jordan IV
In 1988, the Air Jordan brand began to grow its marketing focus by eliciting the help of fame director Spike Lee. Using his famous Mars Blackmon character as a contemporary to MJ, the iconic commercials became synonymous within the early stages of the Air Jordan lineage.
In addition, Spike Lee continued to prop up the Air Jordan IV as he provided one of most iconic scenes in America Cinema within his 1989 classic film, Do The Right Thing.
