The word “jumpman” elicits a certain type of excitement from members of the sneakerhead or sneaker enthusiast community. As they will tell you, the word describes the iconic logo that has graced the uber-popular Air Jordan sneaker line since 1988. Since then, its use has expanded to become the logo for the Jordan Brand, a subsidiary of Nike since 1997.
The silhouette is synonymous with greatness, specifically the greatness of former NBA superstar Michael Jordan. The brand stands by offering “quality inspired by the greatest player ever”, a slogan emblazoned on many of the brand’s products. However, who is behind the silhouette of Michael Jordan suspended in air presumably on his way to a spectacular dunk? Nike will tell you it was them. Co Rentmeester will tell you it was him.
The documentary short film Jumpman, directed by Troy Dey, looks to shine a light on the decade’s long controversy. Rentmeester was a renowned photographer with Time Life. Prior to the 1984 Olympics, the now-defunct division of Time Inc. wanted to do a feature on up-and-coming athletes participating in those games. Among them was basketball budding star Michael Jordan. Rentmeester was tasked with providing the photos, among them one of Jordan that resembles what Nike would eventually model their Jumpman logo after. The film goes on to explain the legal battle that ensued between both parties, as Rentmeester alleges that the photo Nike used as inspiration for their logo was copied from his original work.
Dey’s decision to tackle the subject with a short tells one there is not much of a story to tell. The Nike v. Rentmeester battle takes up little time from an already brief feature. However, Jumpman opens the debate to what constitutes art. It asks what protections should be introduced and enforced to ensure a situation like the Nike ordeal does not repeat itself. Rentmeester pledges that his work was copied enough to constitute intellectual property theft and laments that the courts did not see it that way.
Curiously enough, where Jumpman is at its best is when it shifts its focus to Rentmeester’s rise. Stories of how his family influenced him to take on photography and what the art form means to him are interesting and oftentimes inspiring. Throughout his career his work was recognized for its excellence. He would win several photojournalism awards throughout his career and his Jordan photo was ranked by Time as one of the most influential of all time. Whether it be on battlefields or playing fields, Rentmeester’s genius allowed him to capture unique and era-defining images.
As for the presentation of the documentary, Dey includes many of the photos that defined his father in law’s (he is married to one of Co’s daughters) work. Along with stock photos of Co, Jumpman proves to also serve as a celebration of the photojournalist’s life and career. The camera is placed in front of Co and leaves him unbothered as he is allowed to recant his experiences.
Hearing the stories of his experiences or of how Rentmeester plans and executes a shot makes one yearn for more time spent here. His explanation of all the minutia that went into creating the Jordan photo is a joy to watch and learn from. Today, as everyone and anyone thinks they are photographers due to the broad purveyance of camera phones, it is refreshing to watch a master describe what really goes into the craft.
As Rentmeester admits, he hopes the documentary serves as a cautionary tale. Even though photography is protected by infringement laws, the interpretation is susceptible to more leeway than with other arts. Jumpman manages to be informational and to put a face and a name to the iconic Jordan photo during its brief runtime, but whether it fulfills its purpose will once again depend on one’s interpretation of what that ultimately is.
Borja’s rating 6/10Watch Jumpman as part of the 2024 Tribeca Film Festival. Showtimes are available here. Check out our reviews and pieces from the 2024 Tribeca Film Festival here. The post TRIBECA: JUMPMAN – A Documentary Short Struggles with Its Focus appeared first on Sunshine State Cineplex.