“Nike took my image, they copied it, and called it their own,” was the opening statement from photographer Co Rentmeester, a former renowned rower from the Netherlands. He excelled so well at his craft that after earning his Bachelor of Arts in Photography, he got a job at LIFE magazine two months later.
JUMPMAN is a short documentary that traces the legal battle over Nike using Co Rentmeester’s image for its Jordan brand logo. It can be argued that it was used as “inspiration” for the logo, but seriously, it looks like a literal copy-and-paste job.
What I’ve noticed over the years, is that big companies have always found a way to get over on artists. Whether we’re talking musical talent, voice talent, or in this case, photography. Nike paid Rentmeester $150 to send the images “on loan”. That seemed fishy from my 2024 lens but this was the ’80s. So Rentmeester agreed and the pictures were sent. It only took a month to pass before the esteemed photographer traveled to Chicago, only to be greeted by a billboard bearing the image of Michael Jordan in Nike clothes in the same pose as the pictures that were loaned. After the Dutch photographer properly raised hell with the conglomerate, they offered him $15,000 for two years and the promise of using him in future campaigns. Being a freelancer with a family and bills to take care of, he took the deal. He was paid but they never employed him for any jobs as they promised.
Co Rentmeester did an entire Olympic shoot with athletes across many sports. When it came to Jordan, he wanted to do something different. Instead of the typical run-and-jump motion that basketball players would do, he opted to have the future hall-of-famer perform a ballet jump; leaping into the air from a still position and splitting your legs as far apart as possible. It was bold and creative, but most importantly, it was Rentmeester’s (idea).
Rentmeester went to court in 2014 after he found an attorney to take the case pro bono. A district court ruled against the photographer, saying a pose has thin protections and the small differences in Nike’s photo made it distinct from his. This ruling, from solely the judge’s vantage point, said that the small differences like the turn of Jordan’s hand or the angle of his feet were enough to make a difference. Any layperson would more than likely disagree, so naturally, Rentmeester’s sole request was one of good sense: a jury trial. That request was eventually denied.
The film is directed by Tom Dey, known for such films as Shanghai Noon and Marmaduke. His wife, Coliena Rentmeester, is a producer on the film while Marlien and Else Rentmeester are co-producers. “For years, I had been working on a documentary with my father about a story close to his heart, but sadly, he passed away before I could finish the film,” Dey mentioned in a statement. “When the opportunity arose to tell my father-in-law’s incredible story, I didn’t want to repeat that mistake.”
Tribeca Film Festival Schedule:
WORLD PREMIERE – Friday, June 7th, 5:30pm at AMC 19th Street East 6
Thursday, June 13th, 6:15pm at AMC 19th Street East 6
Saturday, June 15th, 2:15pm at AMC 19th Street East 6
Sunday, June 16th, 2:45pm at AMC 19th Street East 6
JUMPMAN gets a 9 out of 10. The 22-minute short film paints a beautiful portrait of human emotions. It shows how hard work truly pays off and that your talent will provide a place for you. You’ll experience how exhausting righteous anger can be and what it looks like to survive and carry on through injustice. Photography is an art form that needs better protection and more support. The iconic Jordan logo is a thing of beauty. But the story of its origin? Not so much.
-Jon Jones
Photos: Courtesy of Co Rentmeester