Will the “White Men Can’t Jump” 2023 remake work?
In case you haven’t seen the original “White Men Can’t Jump” from 1992, featuring Woody Harrelson and Wesley Snipes, take a quick look at our “Top 15 Sneaker Scenes In Movies” to find out more about it. In the 2023 remake, Jack Harlow and Sinqua Walls are trying to walk (or hoop) in Woody and Wesley’s shoes respectively. And in terms of performances, it might be the case. But is it working the same as the original film in terms of aesthetics?
The Original Story
White Men Can’t Jump is a 1992 comedy film about two basketball hustlers who team up to make money on the streets of Los Angeles. Billy Hoyle (Woody) is a white former college player who fools his opponents by pretending he can’t play well. Sidney Deane (Wesley) is a black skilled player who becomes Billy’s partner after losing to him twice. Billy has a gambling problem and owes money to some mobsters, while Sidney wants to move his family to a better neighborhood. They also have trouble with their girlfriends, Gloria and Rhonda, who have their own dreams and ambitions. The film follows their adventures as they compete in a big tournament, deal with their personal issues, and learn to trust each other.
The 90s aeshetic
One of the things that makes the 1992 film “White Men Can’t Jump” so memorable is its aesthetic. The movie captures the vibrant and colorful street culture of Los Angeles in the early 90s, with its eclectic mix of hip-hop, basketball, fashion, and slang. The film’s protagonists, Billy and Sidney, are two hustlers who use their skills and trash talk to win money from unsuspecting players on the court. They wear flashy outfits that reflect their personalities and attitudes, such as Billy’s tie-dye shirts, hats, and sunglasses, and Sidney’s African-inspired prints, gold chains, and earrings. The film also features a catchy soundtrack that blends rap, jazz, and R&B songs, creating a lively and energetic mood. The film’s aesthetic is a celebration of diversity and creativity, as well as a commentary on race and class issues in America.
And the product placement? Well, it was there but very subtle. Besides the basketball shoes inspired by the characters of Billy and Sidney, which was a result of Nike teaming up with the makers of WMCJ, there is no heavy-branding, big logos, or clear reference to luxury items. After all, it’s a story about streetball hustlers on open courts.
The 2023 remake
Looking at the trailer you might think that it shares the same storyline, with slight changes as many of the 90s concepts wouldn’t work in some age groups these days. We’re still hitting the open courts but it looks like the boys are slightly younger, maybe still in college. At least this is where they meet. Both leads got girlfriends and there seems to be the same money issue. And that is fine as long as the film can keep a connection with its “lore”. But it doesn’t. And we wouldn’t mind if the “hustle” wasn’t heavily used in the marketing strategy. But it is. You see, most of the “hustlers” in this film, got fits worth thousands. And there is no relation to be found between these terms.
Like what kind of hustler would hoop in his Off-White Retro 5s, sweating his Supreme x Jordan t-shirt or even The Regulars t-shirt? These things don’t happen even in Ivy League colleges’ gyms or by well-paid NBA players. Supreme, Gucci, Off-White, Jordan, Rhude, New Balance, and Obey, apparel, sneakers, and accessories, pricey items on heavy display. No subtle work there whatsoever. And don’t let that H&M crewneck fool you. Why so much exposure? Could it be so more and more people would engage in an “all the items seen on WMCJ remake” hunt? Reaction video after reaction video and so on? And why are so many 90s influences right next to these fits? Do you want an up-to-date remake respecting the lore? You should respect the lore, otherwise, you end up on a 120min commercial…or Space Jump A new Legacy.
But why do brands push for nostalgia so much?
By the end of 2020, we had seen many long-forgotten brands or items coming back into the streetwear game. Fila based on their Disruptor sneaker, Ellesse and Kappa with their tracksuits, Karl Kani and Fubu with their heavy hip-hop heritage, Homeboy with their pants, and many more. Don’t get caught up here, I’m not talking about general presence but their influence and impact on today’s game. Even major brands like Nike and Adidas keep re-issuing 80s & 90s favorite sneakers again and again.
There seem to be 2 target groups for this move. The first one appears to be the people who grew up with these trends, the teens back in the 90s, now in their 40s or more. The second one is the teens of today who want to adopt that retro look, but that’s for limited appearances as they are heavily influenced by social media, faster trends changes, and habits. Do brands see it this way?
What do the brands do?
Here’s an example. Born in the late 70s or early 80s, you had the chance to actually see Jordan play season after season. You and your friends had limited influences, due to the absence of social media, the typical media coverage (press/tv) was kind of slow-paced and the local sports stores were not so well informed. Yet there were so many different styles amongst your peers in school. Today you’re in your 40s, with a different lifestyle, different habits, and different interests. You see the AJ3s and you think “Oh I used to rock these in high school” or even “I wanted them so bad back in the day”. And you just move on.
From Jordan to Jumpman
Nike saw what was coming and applied a “From Jordan to Jumpman” plan. You see, the youth of today doesn’t have any emotional connection (or at least as strong) as the teens of the 80s had with Michael Jordan. They have their own icons and stars, and sales are heavily based on impulse. So they had to somewhat channel some sales to the next chapter, the Jumpman. Russell Westbrook, Zion Williams, Luka Doncic, and Jayson Tatum all got deals with Jordan Brand in a move to attract basketball enthusiasts who need a better basketball pair.
And in terms of lifestyle? Don C, Travis Scott, OVO, DJ Khaled, Virgil Abloh, Aleali May, Union LA, PSG, Billie Eilish, and many more got collaboration sneakers that get sold out fast. In the meantime, Jordan GRs hit the outlet stores and stay there for a long time. Why? Because there is no need for 6 colors of AJ1 Mid per season for the current customer groups. Why? Because there wasn’t enough time to “prepare” this need or to assess if it ever was a real need. It was all wasted on hyping the big collaboration. Seems like the General Releases have become the new “Takedown” styles but Nike has the space to play like this.
Can all brands move like this?
Similar to Nike, adidas had a much better reflex. Styles like Stan Smith back in 2013 and the Superstars, later on, were slowed down. During that time they released a ton of new styles. They had Jeremy Scott, Pharrell, and Kanye while running huge campaigns for the NMD, the Ozweego, and Nite Jogger. They also had to include icons of today. Resulting in collaborations with Bad Bunny, Beyonce, Sean Wotherspoon, the Marvel Movies Studios, and more. And here lies a truth. Nike and adidas have so many great stories to share. So many iconic products to include in their future experiments that it’s easier for them to continue this play. Other brands cannot force their way back to culture just by appealing to emotion for one story or product. They need to adapt. Kind of what New Balance did with new partnerships, ambassadors, and Jack Harlow in the upcoming “White men can’t Jump” film.
Will the “White men can’t Jump” 2023 remake work? Will just have to wait till May 19th to find out.
