Is the New Air Jordan Documentary a Glimpse at the Future of Brand Content?

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There’s a moment in the first few minutes of the new movie Unbanned: The Legend of AJ1 that paints a truly bleak picture of what the National Basketball Association was like a generation ago.

Today, of course, the NBA is the second-most valuable sports organization in America—one in which every team franchise is worth over $1 billion, one that’s defying professional sports’ overall ratings slump (18 million viewers tuned in for Game 3 of NBA Finals earlier this month) and one with a highly diverse viewership (45 percent are African American).

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