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Michael Jordan 50 Greatest Moments

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34. It's Gotta Be The Shoes

Photograph By AP Photo/Fred Jewell

Writer/director Spike Lee turned his character, Mars Blackmon from the film "Do The Right Thing," into an Air Jordan shoe pitchman along with Jordan in a series of spots that debuted in 1988. Shot in black and white, Blackmon wondered how Jordan could be so good and decided "It's gotta be the shoes," one of many memorable MJ marketing slogans.