the producer of Air Jordans, controls nearly 85 percent of the basketball shoe market and the brand continues to be one of top selling sneakers since their release in 1989. Why is this? Maybe it’s because Air Jordans are more than a shoe to our society. While functionally, they may act as footwear, culturally, it is evident that they represent wealth, fashion, high class, and a multitude of other ideals that surround materialism, and saldy these ideals control certain communities more than others