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    Why ‘Ted Lasso’ Has the Freshest Footwear on Television

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    Credit the show’s star and creator, Jason Sudeikis, a real-life sneakerhead who owns about 250 pairs.There’s a reason that Ted Lasso, the fictional, sunny, mustachioed American hired to manage an English football club in the Apple TV+ series of the same name, is a sneakerhead.“It was rooted in my own enthusiasm for sneakers and sneaker culture,” said Jason Sudeikis, who has sported more than a dozen pairs of blue, orange and even red paisley Air Jordans as the show’s titular coach.In a recent call from London, Mr. Sudeikis said that Ted’s affinity for footwear was also inspired, in part, by his longtime friend Brendan Curran, a fellow sneaker enthusiast and high school basketball coach in Lenexa, Kan., who connected with his students over this shared interest.“It was this bit of unspoken respect and camaraderie among him and his players and his students,” Mr. Sudeikis, 47, said of Mr. Curran and his team.While other shows like the ’90s sitcom “Seinfeld” have dabbled in delighting sneaker stans, “Ted Lasso” takes it to a whole new level. Characters have sported popular sneakers such as 2021 Air Jordan 1 Low “UNC”s, 515 Sport V2 New Balances and Onitsuka Tiger Mexico 66 “Kill Bill” shoes.There’s an Instagram account, @nikesoflasso, where an artist shares illustrations of some of the Nike shoes featured in the show and in Mr. Sudeikis’s personal collection, and a website, Shoes of Lasso, that tracks the various sneakers worn by the show’s cast.“We’re all so flattered by it,” said Mr. Sudeikis, who owns about 250 pairs. “It’s something that we were intentional about from the get-go, before we thought anyone would notice.”The appeal for many sneaker collectors begins at a young age, said Elizabeth Semmelhack, the senior curator at the Bata Shoe Museum in Toronto. “A common thread seems to be a desire for a very specific pair of sneakers,” she said.Mr. Sudeikis not only masterminds his own character’s footwear in “Ted Lasso,” but also consults about the sneaker choices of other characters.Colin Hutton/Apple TV+The Air Jordan 1 Low “UNC” sneaker is one of Mr. Sudeikis’s favorite shoes.NikeMr. Sudeikis said his love of sneakers began when he received his first pair of Air Jordans in middle school, in 1986. The shoes Ted wears are a combination of pairs from Mr. Sudeikis’s own collection (about 25 percent, he estimated) and that of Nike, which came on board as the official kit supplier for the show’s fictional team in its third season.Mr. Sudeikis said that when he wears his own sneakers, it “drives our costumer, Jacky Levy, a little crazy, just for continuity purposes.”Mr. Sudeikis, who originally played Ted in sketch-length NBC Sports commercials that aired in 2013 and 2014, not only masterminds his own character’s footwear, but also consults about the sneaker choices of other characters.“People would come into my trailer, and they’d say, ‘Oh my gosh’ — it would look like the back room of a Foot Locker,” he said.The characters’ sneaker choices have been intentional since the beginning, Mr. Sudeikis said, but eagle-eyed fans have increasingly begun psychoanalyzing them for plot clues. (In fairness, it’s not just the shoes; in Episode 2 of Season 3, a theory about Rebecca’s earrings being lassos — though in reality they were snakes — gained traction online.)Mr. Sudeikis said the sneaker sleuthing was definitely merited.“Jacky is incredibly intentional about that, certainly with Rebecca’s wardrobe, Keeley’s wardrobe, everybody’s,” he said. “It’s not always the sneakers, either — Ted wearing an orange sweatshirt in the Amsterdam episode was intentional because the national color for the Netherlands is orange.”Mr. Sudeikis said he liked the sense of community that springs up among sneakerheads.When he worked at “Saturday Night Live,” he would often walk to work wearing a pair of Jordans. “You’d meet someone who’d notice your shoes first and give you a nod,” he said. “It’s a little bit like ‘Fight Club’ — game recognizes game.”Eliza Wilson, an illustrator in Melbourne, Australia, who runs the Nikes of Lasso account and has drawn more than 70 shoes, echoed that idea. The feedback she received from other fans, she said, provided a sense of community during lockdown periods of the pandemic.With the series wrapping up on May 31, Ms. Wilson said she would miss the weekly routine of sketching the sneakers featured in every new episode, which take her about four to five hours each. But, she said, she may continue drawing shoes she sees Mr. Sudeikis wearing in social media posts and other photos.Despite owning enough sneakers to wear a different pair every other day for a year, there’s one pair, Mr. Sudeikis said, that remains close to his heart.“They’re pretty beat up at this point, but my Jordan 1s, low, they’re Carolina Blue,” he said, referring to the athletic color of the University of North Carolina. “I wear them a couple times throughout the show. I genuinely love those shoes.” More

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      in Movies

      Hollywoods Newest Stars? Nike, BlackBerry and Cheetos.

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      A new spate of films stars not people but consumer products.Your standard-issue Hollywood biopics foreground people caught in the wheels of history. We meet titans of industry, genius mathematicians, brave astronauts and dogged journalists. We hear stories of fearless, unyielding figures whose visions changed the world. Some, like presidents and generals, already know their own importance; others still think they’re ordinary. But the stories generally revolve around people and events, showing us how laws were changed, wars won, villains defeated.Lately Hollywood has landed on an effective variant: Hey, remember this old thing?This type of film is not new, precisely, but this spring is staggeringly replete with examples. “AIR,” directed by Ben Affleck, tells the story of Nike’s game-changing sponsorship deal with a rookie Michael Jordan and the world-conquering shoes that emerged from it. “Tetris” does the same for the titular video game, which farsighted 1980s capitalists managed to license from the Soviet state. “BlackBerry” offers a raucous, satirical history of the Canadian tech company whose cellphone went extinct. And then there’s “Flamin’ Hot,” a drama about the former Frito-Lay employee who claims — highly dubiously, according to Los Angeles Times reporting — to be the creator of the addictively spicy red-dusted Cheetos.These movies are not about people or events that changed our scientific or political reality; they are interested in men (and yes, I do mean just men) who changed our consumer reality. The protagonists here are white-collar functionaries who carry leather briefcases to work. They are corporate middle managers and marketers and brand gurus. They scream into phones, scrutinize contracts and sift through webs of licenses and sublicenses. Their world isn’t always depicted as glamorous; “AIR” has Matt Damon don a fat suit to play a schlubby, basketball-obsessed divorcé. But these are stories in which businessmen are the heroes. They are the people who got the job done, if the job was selling millions upon millions of units to grow a major corporation’s market share.Yet it’s not even right to say these brand-o-pics focus on the men. They are, above all, centered on the objects. Movies have told the stories of market-movers before, but Hollywood’s most recent biopics of Steve Jobs were not called “iPhone 1” and “iPhone 2.” Ray Kroc’s franchising of McDonald’s is dramatized in a movie called “The Founder,” not “Big Mac.” It’s in these new movies that the consumer product itself truly becomes the star around which human stories revolve. Their cumulative mood is resolutely frothy: poppy 1980s bops, eight-bit graphics, white-collar sharks gnawing on the geeks. For any child of the era, this is yet another casual stroll down memory lane — one in which, yet again, memory lane is flanked by endless billboards of retro brands. The objects in these films, after all, are not just products; they signify a specific slice of a time, perhaps a specific type of childhood. Like all brands these days, they are signposts we use to navigate the world, orienting ourselves socially, signaling our identities. They are interested in people who make the first thing, and less interested in the fact that, somewhere in the world, a labor force is making millions more.This experience of consumption is precisely what the films promise audiences. In both “BlackBerry” and “AIR,” the executives are consciously trying to tap into questions of consumer desire and identity. “AIR” could even be seen as an origin story for the very concept of brand-as-identity, an innovation it seems to admire. “BlackBerry,” shot in vérité style, is more sour on the idea. Glenn Howerton plays Jim Balsillie, depicted here as the raging id of the company, barking orders at his sales force: “You’re not salesmen anymore,” he says. “You’re male models. I want you at every country club, yacht club, tennis club. Wherever the elite go, you go!” The phone’s function is no longer the point. “When they ask you, don’t say, ‘It’s a phone that does email,’” he says. “It’s not a cellphone — it’s a status symbol.”Writing in Playboy in early 2014, the Slovenian philosopher Slavoj Zizek mused on our experience of brands and “the mysterious je ne sais quoi that makes Nike sneakers (or Starbucks coffee).” I don’t know whether Ben Affleck ever read that article, but there’s a strange level on which his film repeats, again and again, something Zizek imagined about Nike. If such a company were to outsource production to overseas contractors, design to design firms, advertising to ad agencies and distribution to retailers, what would be left? “Nike would be nothing ‘in itself,’” Zizek wrote. “Nothing other than the pure brand mark ‘Nike,’ an empty sign.” In “AIR,” it is Damon’s character — Sonny Vaccaro, a marketing executive — who finds a new answer. His radical idea is to commit the entire basketball budget to Jordan. Nike, he says, must tap into something deeper, to turn a shoe into a man and a man into a shoe. The vice president of marketing is puzzled: “You want to anthropomorphize a shoe?” The film leaves it to Jordan’s mother, played by Viola Davis, to underline how that’s done: “A shoe is just a shoe,” she says, “until my son steps into it.” “BlackBerry” is caustic, while “AIR” is, ultimately, a feel-good celebration of the brand-identity revolution that changed sports forever. “Tetris” feels more confused. (We watch Henk Rogers become a millionaire by getting the Soviets to license some handheld-gaming rights, but whether Nintendo or someone else gets them feels more meaningful to Rogers than to consumers.) While watching each of the three films, though, I found myself thinking about the words etched on the backs of so many devices: “Designed by Apple in California/Assembled in China.” Each of these stories is interested in the inventors and innovators who create the first thing, and less interested in the fact that, somewhere in the world, a labor force is making millions more. In “AIR,” the only real acknowledgment of this comes from that vice president of marketing, who expresses mild ambivalence about Nike’s factories in Taiwan and South Korea — a confusing gesture in a movie about a company that, in 1998, had its real-life chief executive lament that it had become “synonymous with slave wages, forced overtime and arbitrary abuse.” This year, in Michigan, Times reporting found underage factory workers who said inhaling the dust from producing Flamin’ Hot Cheetos left their lungs stinging. Feelings about this spring’s eruption of brand flicks have been mixed. In The Wall Street Journal, Joe Queenan called this spate of product bios “great news,” expressing hope that “AIR” might open the door for more footwear-origin stories. (Why not Uggs or Birkenstocks?) In the opposite ideological corner, you’ll find Boots Riley, the leftist musician and filmmaker (“Sorry to Bother You”), arguing on Twitter that commodity flicks are Hollywood’s effort to “push back on radicalization of the working class.” It’s certainly possible that these movies expose something vapid about our consumer society — say, our readiness to attach our humanity to empty slogans or to praise “visionaries” whose vision isn’t about fighting injustice or reaching the stars but merely selling us tons of plastic.Still: All these brand films, and all the reviews of them, seem to acknowledge the same point. The day-to-day texture of our lives, they suggest, may be dictated less by brave explorers or crusading lawyers and more by people with office jobs who make products and then make us want to buy them — people whose decisions shape our habits, our choices, our sense of ourselves. The part these films do not yet fully agree on is whether this fact is worth celebrating or deeply depressing.Source photographs: Apple TV+; Amazon Studios; William West/AFP, via Getty Images. More

    • 63 Shares169 Views

      in Music

      Lil Nas X, Clapback Champ

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      The rapper’s new single, video and sneaker were merely the prelude to a brilliantly orchestrated main event: a virtuosic performance on Twitter.One after another, they came with venom for Lil Nas X. The basketball star Nick Young. The governor of South Dakota, Kristi Noem. The rapper Joyner Lucas. Candace Owens and various right-wing Twitter personalities. Greg Locke, a Tennessee pastor. Fox News. Nike.They were clueless. Blissful, almost — lambs blind to the slaughter they were hurtling toward.Lil Nas X was waiting for them all, barbs at his fingertips. For the last four days — since the release of his new single, “Montero (Call Me By Your Name),” its masterfully absurdist erotica video and then limited-edition sneakers called Satan Shoes — the 21-year-old rapper and digital prodigy has been using his Twitter account as a fly swatter, flattening one irritant after the next in a loud and uproarious display of internet-speed celebrity, executing a series of flawless pirouette dunks on the heads of his willing but bumbling antagonists.After Noem tweeted about his Satan Shoes, he groaned, “ur a whole governor and u on here tweeting about some damn shoes. do ur job!” Lucas suggested that the “Montero” video might not be appropriate for children, and Lil Nas X eye-rolled back, “i literally sing about lean & adultery in old town road. u decided to let your child listen. blame yourself.”In between target practice, Lil Nas X was reflective, too. “i spent my entire teenage years hating myself,” because of what Christianity taught about homosexuality, he wrote. “so i hope u are mad, stay mad, feel the same anger you teach us to have towards ourselves.”What “Montero” has caused — or rather, what Lil Nas X has engineered — is a good old-fashioned moral panic (or at least the performance of one), the sort of thing that had largely been left behind in the 1980s, but is tragically well-suited to the country’s current cultural discourse polarization. The song, the video, the shoes — they are bait.And “Montero” anticipates the kerfuffles it would cause. The true art here isn’t the music (that said, it’s one of Lil Nas X’s better songs) or the video (more on that below): it’s the effortlessness, the ease, the joy of his reactions to the reactions. It’s the sense that he is playing chess to everyone else’s lame checkers moves — he is simply faster, funnier and on firmer, more principled ground than his adversaries, who are at best, comically flimsy.No famous person is as adept as Lil Nas X at casually but thoroughly smacking down the ream of Twitter churls inevitably awakened by something like this — maybe Cardi B, or Alexandria Ocasio-Cortez. He is a grade-A internet manipulator and, provided all the tools and resources typically reserved for long-established pop superstars, he is perfectly suited to dominate the moment. “Montero” may or may not top the Billboard Hot 100 next week, but it will be unrivaled in conversations started.“Montero” is a frisky song about lust; Lil Nas X has said it was inspired by a man he met and fell for. The video, which pivots from pastel pastoral to CGI gothic, is a wild, kaleidoscope romp of sexual self-acceptance, in which Lil Nas X pole dances his way down to hell, where he gives Satan a lap dance before killing him, stealing his horns and claiming them for himself.It is knowing and camp, and knowing about its campiness, meshing the testing-the-format provocations of the late-1980s video era with the big-budget pop-machine clips of the early 2000s. That it has awakened culture warriors uncomfortable with displays of gay male desire, or with playful representations of sin, means the video has done what it was meant to do.The same is true of the Satan Shoes he released in partnership with the company MSCHF — a Nike Air Max 97 customized with some lightly provocative references to Satan, priced at $1,018 a pair in a nod to Luke 10:18, a Bible passage about the fall of Satan from heaven. The shoes include, allegedly, a drop of human blood in the liquid that fills the soles.Lil Nas partnered with MSCHF to release Satan Shoes — a Nike Air Max 97 customized with some lightly provocative references to Satan.MSCHFSatanic iconography is perhaps the lowest hanging fruit of transgression, especially in a consumer product. But here, again, this was chum in the water — the discourse started by the shoes has been far more important than the shoes themselves. Nike disavowed them, and sued MSCHF for trademark infringement (but notably not Lil Nas X, a celebrity it might end up one day actually wanting to collaborate with). A sneaker YouTuber who was provided a pair of the shoes filmed himself throwing them down the trash chute in his apartment building. Lil Nas X, meanwhile, was posting uproarious memes about pleading for Nike’s forgiveness.Twitter is a performance space like any other, with an almost limitless audience: stans, enthusiasts, haters, trolls, skeptics, newbies. Lil Nas X has something for all of them. In his pre-“Old Town Road” life, he was an active Nicki Minaj stan, which meant he was a maestro of steering online conversation.And though he is now one of the most successful new pop stars of the past few years, that fundamental skill set remains. In recent days, he’s taunted the fast food chain Chick-fil-A (which is owned by religious conservatives); poked fun at the campaign Justin Bieber attempted to boost streams of his single “Yummy”; posted endless memes about his flirtations with the dark side, mock apologies for his transgressions and even headfake statements of anxiety that end as reminders to stream “Montero.”All of it is memorable — not simply because of the expert skill on display, but because it’s clear that Lil Nas X is not simply the performer of “Montero,” nor simply the star of its video, nor simply the inspiration for a sneaker. He’s the conductor of a symphony of thousands, maybe even millions. It’s Lil Nas X’s conversation, we’re all just talking in it. More

    • 113 Shares129 Views

      in Television

      With Fewer Ads on Streaming, Brands Make More Movies

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      As streaming video has gained in importance during the pandemic, advertisers have put more focus on Hollywood-level branded content as a way to reach viewers.When the N.B.A. shut down its season last year because of the pandemic, one of the first phone calls Chris Paul made was to the Hollywood producer Brian Grazer. Mr. Paul, then a point guard with the Oklahoma Thunder, knew he wanted to chronicle what was going on, and he wanted Mr. Grazer’s help.“The idea was, basically, film everything that had taken place in that game that night and what was going to come of it,” Mr. Paul said. “We had no clue what would happen next.”The result was “The Day Sports Stood Still,” a documentary about the shutdown, the N.B.A.’s pandemic bubble and the impact of the Black Lives Matter movement on the league. (Mr. Paul appears in the film and is an executive producer.) It is a portrait of the ways the pandemic convulsed the sports world, but also an example of how Covid-19 has upended the entertainment industry.The film, which debuts Wednesday on HBO and HBO Max, comes from Mr. Grazer’s Imagine Entertainment and a newer entrant to Hollywood: Waffle Iron Entertainment, Nike’s production entity.With more people home and glued to their streaming services, many of which don’t allow advertising, companies are finding they need to be creative about the ways they get in front of audiences no longer seeing 30-second commercials. More are turning to traditional Hollywood production companies like Imagine to partner on feature films like “The Day Sports Stood Still,” which is infused with Nike’s ethos but carries none of the traditional branding audiences are used to seeing.“The best partnership you can have is a marriage where the themes between the company and the story are aligned,” Mr. Grazer said in an interview. “If you’ve got Chris Paul and Nike is part of the marketing, that is an added ingredient why someone will see it. They will feel Nike endorsed it and Nike does good things.”Chris Paul in “The Day Sports Stood Still,” which he helped produce.HBOData from the research firm WARC showed that the amount advertisers spent in broadcast television in 2020 declined 10 percent from the previous year while online video spending rose 12 percent. Much of that money has gone to streaming services like Hulu, YouTube and Peacock that accept advertising. But those that don’t allow commercials, like Netflix, still remain unavailable to traditional marketing.“Streaming is giving less and less opportunity for advertisers to connect with consumers in a meaningful way,” said Justin Wilkes, chief creative officer of Imagine Entertainment. “One of the last ways to do that is through long-form content. It’s all circular. This goes back to the earliest days of advertising and underwriting the great entertainment program.”Brands have linked themselves to movies and television for almost as long as the mediums have existed. Long before he became president, for instance, Ronald Reagan hosted the popular “General Electric Theater” television show from 1954 through 1962. In the past decade, branded filmmaking has only proliferated.Patagonia funded a feature-length documentary about dams, called “DamNation,” in 2014. Pepsi backed the 2018 movie “Uncle Drew,” which showcased the basketball star Kyrie Irving recreating his septuagenarian character from a popular series of Pepsi Max commercials. The film made $42 million and marked one of the first branded entertainment campaigns to be adapted into a major motion picture. “Gay Chorus Deep South,” a documentary produced by Airbnb, debuted on the festival circuit in 2019. And Apple’s acclaimed “Ted Lasso” began its life as an NBC Sports promotion for its acquisition of the broadcast rights to the English Premier League.Kyrie Irving in character as Uncle Drew, the spokesman for Pepsi Max who became the basis for a feature film.Davie Brown EntertainmentImagine Entertainment, the production company founded by Mr. Grazer and Ron Howard in 1985, formed Imagine Brands in 2018 to pair companies with filmmakers, hiring Mr. Wilkes and Marc Gilbar, the creator of the “Uncle Drew” Pepsi campaign and an executive producer on the film, to run the group. The division has produced both feature-length documentaries and narrative films with their partners, which have included Unilever, Walmart and Ford.Imagine is also working with the consumer goods giant Procter & Gamble. The company, which effectively created soap operas when it began to sponsor serial radio dramas in the 1930s to help promote its soap products, is cofinancing a feature-length film with Imagine called “Mars 2080.” It will be directed by Eliza McNitt and begin production later this year. The film, which is scheduled to be released theatrically by IMAX in 2022 before moving to a streaming service, focuses on a family resettling on Mars.It grew out of a breakfast in New York in 2019, where Mr. Wilkes, Mr. Howard and Marc Pritchard, Procter & Gamble’s chief brand officer, discussed technology in the pipeline. The Imagine team later toured Procter & Gamble’s research labs in Cincinnati, seeing examples of its “home of the future” products and meeting its scientists.Kimberly Doebereiner, the vice president of Procter & Gamble’s future of advertising division, said the company hoped to do more long-form storytelling, like “The Cost of Winning,” the four-part sports documentary its shaving brand Gillette produced. It debuted on HBO in November.“We want to be more interesting so consumers are leaning into our experiences and we’re creating content that they want to see as opposed to messages that are annoying to them,” she said. “Finding a way to have content that is in places where ads don’t exist is definitely one of the reasons why we’re leaning into this.”Brian Grazer and Ron Howard, the founders of Imagine Entertainment.Peyton Fulford for The New York TimesIt’s all part of a deliberate shift by brands to try to integrate themselves more fully into consumers’ lives, the way companies like Apple and Amazon have, said Dipanjan Chatterjee, an analyst with Forrester. And they want to do so without commercials, which, he said, have “zero credibility” with consumers.“If the right story has the right ingredients and it becomes worthwhile for sharing, it doesn’t come across as an intrusive bit of advertising,” Mr. Chatterjee said. “It feels much more like a natural part of our lives.”Alessandro Uzielli, the head of Ford Motor Company’s global brand and entertainment division, first met with Imagine Brands in early 2018. He was looking for a way to augment Ford’s advertising campaign for its relaunched Bronco with a piece of entertainment that would reach a younger audience. The result was “John Bronco,” a 37-minute long mockumentary directed by Jake Szymanski (“Mike and Dave Need Wedding Dates”) and starring Walton Goggins (“Justified”) as the greatest fictional pitchman of all time.The short film earned a slot in the Tribeca Film Festival and is now streaming on Hulu. In addition to featuring guest spots from Tim Meadows, Kareem Abdul-Jabbar and Bo Derek, it helped reintroduce the Bronco, a sport utility vehicle that the automaker pulled in the mid-1990s.“This helped us speak to an audience that we probably weren’t going to speak to on our own,” Mr. Uzielli said.“It was Imagine’s project, and we didn’t want to cloud their process, to try to make it feel like too much of a sales job,” he added.A still from “John Bronco,” a 37-minute mockumentary from Imagine that stars Walton Goggins and is augmenting a Ford marketing campaign.Imagine DocumentariesMr. Szymanski, who has directed both feature films and commercials, including ads for the Dodge Durango starring Will Ferrell’s “Anchorman” character Ron Burgundy, said Ford allowed him a great deal of creative freedom. “I think they could have tried to impose a much larger shadow on it than they did,” he said. Now, Imagine, Mr. Szymanski and Mr. Goggins are trying to turn John Bronco into the next Ted Lasso — an effort in the early stages of development.“It’s kind of a win-win,” Mr. Szymanski said of a possible television series based on Mr. Goggins’ character. “I don’t think Ford would have any creative control over it but to have a character named John Bronco in the world, that would be a good thing for them.” More