'It’s Gotta Be the Shoes!': Legendary Spike Lee Sneaker Moments

Shelton Jackson is sneaker culture incarnate. Filmmaker, New York Knicks diehard, and one of the most influential figures to ever lace up, Spike’s done it all. From directing cultural touchstones like 1989's Do the Right Thing to leading campaigns that reshaped sneaker advertising, his footprint is stamped on every corner of the culture. To honour his legacy, we’re breaking down the moments that cemented his place in the hallowed Sneaker Hall of Fame.

‘Mars Blackmon’ and the Birth of Sneaker Advertising as We Know It

Let’s spin the clock back to where it all began – in Brooklyn, 1986. That year, Spike’s film She’s Gotta Have It introduced the world to Mars Blackmon, a motor-mouthed, Jordan-obsessed New Yorker. In 1988, Nike paired Spike’s iconic character with himself in a series of classic TV spots that shook up modern advertising. The premise? 'It’s gotta be the shoes!' The slogan became a war cry for sneakerheads worldwide, and Mars became the ultimate hype man. With his thick-framed glasses and Brooklyn accent, Spike made the more than a performance shoe – he made it a personality.

Courtside at the Garden: The Most-Watched Feet in the NBA

Spike Lee is a permanent fixture at Madison Square Garden. Whether the Knicks are up 30 or throwing up bricks, he’s there – decked out in head-to-toe orange and blue, sneakers always on full display. His rotation is legendary, ranging from custom Jordans and to his very own model.

For the 2025 playoffs, Spike has once again brought the heat. This year’s lineup included a custom pair of featuring a tribute to Knicks legend Willis Reed – the Hall of Fame centre best known for his iconic, limping entrance in Game 7 of the 1970 NBA Finals. Reed's gutsy performance that night, despite a serious thigh injury, inspired the Knicks to their first championship and cemented Reed's status as a New York sports hero. Spike's sartorial tribute was a fitting courtside homage from a man who never misses a chance to celebrate the city’s legends.

For Game 4 of Knicks vs. Celtics, Spike ditched the Jordans and broke out a true New York icon – a fresh pair of the ultimate nod to NYC hip hop and street swag.

The Jordan Spiz’ike: A Mashup For the Ages

By the mid-2000s, Jordan Brand finally gave Spike his flowers – and his own sneaker. The Jordan debuted in 2006 as a hybrid tribute to Spike’s influence, mashing together elements from the Jordan and (yes, seriously).

Coming in inspired colourways like ‘Kings County’, the Spiz’ike became a cult favourite. It wasn’t subtle, but neither is Spike – this was sneaker maximalism with a story to tell. Over the years, the Spiz’ike would go on to drop in dozens of colourways, cementing its place as one of the most playful, narrative-driven models in the Jordan catalogue.

The Oscars Flex: Gold Suit, Gold Jays

When Spike Lee finally claimed his first Oscar at the 91st Academy Awards in 2019 (for BlacKkKlansman), he didn’t just make history – he made a statement. Dressed in a regal purple suit, a Prince ‘Love Symbol’ necklace, and the iconic ‘LOVE/HATE’ brass knuckle rings worn by Radio Raheem in Do the Right Thing, Spike turned the red carpet into a cinematic tribute to his heroes, his hometown, and his film legacy.

On his feet? A head-turning pair of custom metallic gold Air Jordan 3 'Tinker' editions – gifted by Jordan Brand and designed by specifically for the occasion. These sneakers weren’t just dipped in gold for show – the heels featured the '40 Acres and a Mule Filmworks' logo alongside an oversized Jumpman, symbolising Spike's enduring partnership with the brand.

A true Spike Lee joint, from head to toe.

Do the Right Thing

It’s arguably the most painful sneaker scene in cinema. In Do the Right Thing (1989), Buggin’ Out gets his pristine scuffed by a clueless Celtics fan – a moment that quickly escalates into a heated street confrontation. His line, ‘You stepped on my brand-new white Air Jordans I just bought,’ has become a sneakerhead mantra. For film buffs, it’s a masterclass in how shoes can symbolise pride, identity, and territorial tension.

Do the Right Thing was a critical breakthrough for Spike Lee – a bold, unflinching portrayal of racial tension and community dynamics during a sweltering Brooklyn summer. Nominated for Best Original Screenplay at the Oscars (and controversially snubbed for Best Picture), the film has since been canonised as one of the greatest American movies ever made.

Met Gala 2025: Black Tie, Black Cats

Skipping the Knicks’ Game 1 showdown against the Boston Celtics, Spike showed up to fashion’s biggest night in a sharp black tuxedo, Knicks-orange accessories, and the Air Jordan 4 'Black Cat’.

The theme was 'Superfine: Tailoring Black Style' – a celebration of Black dandyism and the cultural roots of tailoring. Spike’s ensemble, topped off with a custom orange Knicks cap, was a lesson in blending fandom, fashion, and footwear. But it was the Black Cats that stole the show – a sleek, all-suede silhouette from 2006 known for its stealthy menace and minimalist energy.

Spike’s absence at MSG didn’t go unnoticed. Fans online roasted the superfan for missing one of the Knicks’ most thrilling playoff comebacks in recent memory – a 108–105 overtime victory after trailing by 20 points.

The 2020 Oscars: Purple and Gold For Kobe

Just one year after winning an Oscar of his own, Spike Lee returned to the Academy Awards in 2020 draped in purple and gold – a poignant tribute to the late who had passed away just two weeks earlier. His custom Gucci suit, stitched with Kobe’s iconic number 24 on the lapels and back, was more than a fashion statement. It was a salute, a send-off, a symbol of shared greatness. On his feet? Nike Elite 'Strategy'. All told, Lee effectively turned the red carpet into a hall of remembrance.

#mambaforever

Air Jordan 6 ‘Oscar Awards’

If you’re handing out sneaker gongs, this pair deserves a gold medal. In 2015, Jordan Brand gifted Spike Lee a one-of-a-kind Air Jordan 6 designed to honour his decades-long impact on film and sneaker culture. Fittingly dubbed the ‘Oscar Awards’ edition, the shoe is dipped in a metallic gold finish from heel to toe, with translucent, glitter-infused accents on the tongue and heel tabs. An icy blue outsole adds a cool contrast to the gilded upper, keeping things slick beneath the shine.

While this model was never released to the public, its symbolism runs deep. Spike had helped transform Jordan Brand’s cultural reach through his Mars Blackmon ads, and the AJ6 itself carries serious weight in MJ lore – it’s the silhouette Jordan wore when he won his first NBA championship in 1991. A championship shoe for a cultural champion: pure Hollywood.