Air (2023)

From the project management perspective, “Air” (2023) captures critical conversations and decision points in the launch of a transformative product, the Air Jordan sneakers. The film reveals the struggle between innovative vision and financial constraints within an organization faced with the project of revitalizing its basketball shoe line.

Project Managenment Abstract

Phil Knight, representing top management or executive sponsors, grapples with the risks and pressures from the board of directors to maintain financial performance and shareholder value. In this exchange:

• Resource Allocation: Sonny urgently needs more investment to secure talent for endorsing the new basketball line, revealing a classic project management challenge: securing adequate resources. Phil sets a budget constraint based on recent financial losses and board skepticism.
• Stakeholder Management: Phil, as the CEO, is the primary stakeholder managing internal pressures (layoffs, financials) and expectations (board and market performance). Sonny, part of the project team, navigates the need for increased spending with understanding the broader business risks and context.
• Risk Management: Sonny’s push for a higher budget despite the company’s loss reflects the project’s risk appetite. Phil’s cautious approach to spending symbolizes the company’s risk aversion due to its fiscal responsibilities.
• Return on Investment (ROI): The script touches on ROI calculations, comparing potential investment in basketball shoes to the established market dominance in running shoes.
• Organizational Change: There’s an undertone of resistance to change and managing innovation within a traditional business structure, highlighted by Phil’s reference to the guiding principles of the company.
• Project Scope and Justification: Sonny argues for the project’s future value against board members’ concerns, setting the stage for project justification discussions where potential market trends and business growth are evaluated.

The film continues to unfold with project planning processes, development, execution, as well as monitoring and controlling elements, all centered around bringing the Air Jordan project to fruition amidst a complex stakeholder environment, limited resources, and corporate politics. The story portrays the interplay of project management processes with entrepreneurial vision, highlighting how a strategic project can pivot a company’s trajectory despite initial reluctance and challenges.

PM Processes, Tools, Artifacts, and Roles

We can identify several project management processes, tools, artifacts, and roles utilized by the protagonists:

1. Scenes in Phil Knight’s Office:
   • Project Management Processes: Risk assessment and stakeholder analysis are evident as Phil Knight grapples with the project proposition to sign Michael Jordan, weighing it against potential risks and existing company priorities.
   • Tools & Artifacts: The dialogue mentioning “budgeted” funds hints at financial planning documents which could include budgets or forecasts that guide resource allocation discussions.
   • Roles: Phil Knight acts as the sponsor, having the authority to approve or deny project funding, whereas Sonny plays the role of project advocate, pushing the proposed initiative forward.
2. Scene in Adidas HQ:
   • Project Management Processes: These scenes likely involve competitor analysis where Adidas, also interested in Jordan, would use market research and historical data in their strategic planning.
   • Tools & Artifacts: The Adidas “braintrust” carrying folders suggests they might be reviewing proposals or market analysis reports about signing athletes.
   • Roles: The Adidas leadership, including Kathe Dassler and Horst Dassler, take on roles akin to a project board responsible for strategic decisions.
3. Scene in Converse HQ:
   • Project Management Processes: Strategic planning and decision-making can be inferred as Converse execs review their endorsement strategy, with Jordan as a potential signee.
   • Tools & Artifacts: The “big board” with athlete names points to a visualization tool for tracking and comparing potential endorsers, an asset for supporting selection decisions.
   • Roles: Converse executives like John O’Neil serve in oversight and approval capacities, similar to project sponsors or steering committee members.
4. One more scene in Phil Knight’s Office:
   • Project Management Processes: The dialogue indicates an initial negotiation and the effort to arrange a meeting with Jordan’s agent, representing stakeholder engagement and communications management.
   • Tools & Artifacts: Though not mentioned directly, the efforts to get a meeting imply the use of schedule and contact management tools.
   • Roles: Phil Knight and Strasser undertake the roles of senior executives, with Strasser potentially acting as a project manager or liaison focusing on execution.
5. Scene in Sonny’s Office:
   • Project Management Processes: This scene highlights contract negotiation with Falk, Jordan’s agent, demonstrating the project management procurement process.
   • Tools & Artifacts: Verbal offers and the requirement for written proposals suggest artifact use like contracts, formal offer letters, and procurement documents.
   • Roles: Sonny adopts the role of a negotiator or procurement expert, ensuring the terms meet project objectives and constraints.

Throughout these scenes, project management is portrayed as crucial for navigating corporate decisions and securing strategic partnerships. Stakeholders continuously engage in assessment, planning, negotiation, and decision-making – central processes in project management intertwined with company politics, competitive strategy, and brand marketing.

Educational Conclusion

“Air” (2023) serves as a compelling narrative backdrop for a practical exploration of project management in action. The movie provides a case study of how strategic projects are conceptualized, negotiated, and executed within a business setting. Characters in the film personify key project management roles, bringing to life the challenges and considerations involved in project initiation, planning, stakeholder engagement, risk management, resource allocation, and procurement.

By observing the interactions between the protagonists – spanning across executive decision-making, budget discussions, competitor analysis, and contract negotiations – viewers gain insight into the dynamics of managing complex projects within an organization. The movie showcases the importance of balancing innovative vision against financial prudence, effectively communicating with stakeholders, and navigating through organizational politics to achieve successful project outcomes.

Through the lens of the Air Jordan project, the film acts as an educational tool that highlights the application of project management principles in a real-world context, making the discipline not only more relatable but also demonstrating how effective project management can pivotal in transforming an idea into a market-defining product. It illustrates that mastering project management can lead to landmark achievements, even in the face of adversity, skepticism, and competition, thus offering an inspiring learning experience for aspiring project managers and business professionals alike.