Exclusive: A Ma Maniére to Premiere Its ‘While You Were Sleeping’ Film in London
After sharing several clips on social media, A Ma Maniére — one of The Whitaker Group’s four retail banners — is set to premiere its highly anticipated “While You Were Sleeping” film in London, with support from Converse.
The film will debut on Dec. 12 at The Ritzy in Brixton before its broader rollout in the United States the following week. “While You Were Sleeping” features several renowned figures in footwear, fashion and beyond, including Awake NY creative director and founder Angelo Baque, and artists Hebru Brantley and Nina Chanel Abney, among others.
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“‘While You Were Sleeping’ tells a multilayered story of creativity’s resilience,” James Whitner, owner of The Whitaker Group, told FN. “To show it first in Brixton at the historic Ritzy with Converse’s support underscores the entire Nike Inc. enterprise’s dedication to culture-first storytelling. This premiere is a chance to honor the city’s history, culture and our future, kickstarting celebrations across multiple other cities.”
The film’s antagonist is the Creative Resource Authority, an organization that actualizes the “Black Tax” on minority creatives and brings it to life, which has real consequences on the cast. A Ma Maniére explained the film “delves into the cultural exploitation and systemic barriers faced by Black and minority creatives” and offers “a powerful narrative that amplifies marginalized voices and challenges the status quo in the creative industry.”
It was directed by the award-winning duo Julien and Justen Turner, known collectively as the Turner Brothers, who are longtime collaborators with The Whitaker Group.
“The creatives featured in ‘While You Were Sleeping’ are architects and leaders of culture, many making their on-screen debut in this short film. We wanted this to reflect their stories, struggles and triumphs because they’re shaping the future in ways the world often overlooks,” said Whitner. “Especially as we enter these uncertain times, we hope the audience walks away with a sense of urgency — to value creativity, to challenge exploitation and to recognize the transformative impact of those who ‘create at all costs.”
The screening will cap off a week of community engagement activations in London, which will include the city’s introduction to Future Forward, which is The Whitaker Group’s traveling thought-leadership series led by Whitner.
After London, there will be a U.S. rollout of the film, with stops A Ma Maniére identified as “key cultural hubs.” On Dec. 17, the film will be shown at the historic Apollo Theatre in New York, The Gathering Spot in Atlanta, Vintage Park in Houston and the Eaton Hotel in Washington, D.C. And from Dec. 18-25, there will be screenings at Cinelounge in Los Angeles.
A Ma Maniére’s film is connected to its recent six-shoe “While You Were Sleeping” collection with the Nike Inc. family of brands in celebration of its 10-year anniversary. The final shoe in the collection, a reimagined Converse Weapon Low, arrived on Dec. 4 and retailed for $130.
The other shoes given a new look by A Ma Maniére as part of the collection included three with Jordan Brand (Air Jordan 3, Air Jordan 4, Air Jordan 39) and two with Nike (Air Force 1, Air Max 95).
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
