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"Mars Blackmon" was a fictional character from the 1986 film '' She's Gotta Have It ''. He is also the alter-ego of filmmaker Spike Lee . In the film, he was an immature, annoying, "Brooklyn-loving", sports-loving, die-hard New York Knicks fan. During the late 1980s and early 1990s , "Mars Blackmon" became the primary pitchman in Nike commercials for '' Air Jordan 's'', the basketball shoes worn by NBA legend Michael Jordan . In these commercials, Mars Blackmon popularized the phrase ''"Is it the Shoes? Is it the Shoes? Is it the Shoes? … it must be the shoes."'' SEE ALSO
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