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Anybody in their late 20s and early 30s more than likely remembers the catchphrase and commercials with an Air Jordan sneaker-clad Spike Lee touting in disbelief, “It’s the shoes. It’s got to be the shoes!”

Meet the guerilla marketing genius behind the ever-prevalent Jordan brand, Erin O. Patton. From behind the scenes, Patton was a trailblazer in the fusion of urban niche marketing and pop culture and paved the way for Shaq to “have your back” on behalf of Comcast today.

Patton recently checked in with our sister site The Atlanta Post and discussed his new book “Under The Influence:  Tracing Hip-Hop Generation’s Impact On Brands, Sports & Pop Culture.”

Peep the interview after the jump!!! [More]