HUDSON celebrates release of ‘Air’ with Movie Premiere honouring the legendary brand NIKE

As the representatives and distributors of NIKE in Malta and in over 30 countries in Africa, Hudson celebrated the release of the anticipated movie ‘Air’,  which showcases the rise of NIKE and Michael Jordan.

The movie, ‘Air’, relives how the collaboration between NIKE and Michael Jordan changed a brand, a sport and the world at large. The story unravels how the world’s leading sport brand gained momentum at a time when it occupied the least market share compared to other sport brands, particularly in the Basketball segment. It was in 1984 when Michael Jordan made a 5-year deal with NIKE and this gave birth to the Air Jordan.

For the premiere, Hudson, NIKE’s Official Distributor in Malta and Africa together with its very own lifestyle retail concept Urban Jungle, took over an entire cinema hall at the Eden Cinemas, St.Julian’s, and invited its employees and business partners to catch a glimpse of the magic that ignited the world’s best sport brand.  The cinema entrance was adorned with NIKE artifacts including iconic Air Jordan 1 shoe models.

The movie premiere was also celebrated in Italy, where Hudson is present through Urban Jungle and Black Box. The event was organised by Black Box Italy, and took place in Naples.

Hudson is infinitely connected to NIKE and started representing the brand in the late 1980s. It then extended this representation Africa, and it currently represents the brand in over 30 African countries.

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