In 1985, Lee began work on his first feature film, She's Gotta Have It. With a budget of $175,000, the film was shot in two weeks. When the film was released in 1986, it grossed over $7,000,000 at the U.S. box office.
The reception of She's Gotta Have It led Lee down a second career avenue. Marketing executives from Nike offered Lee a job directing commercials for the company. They wanted to pair Lee's character from She's Gotta Have It, the Michael Jordan-loving Mars Blackmon, and Jordan himself in their marketing campaign for the Air Jordan line. Later, Lee would be a central figure in the controversy surrounding the inner-city rash of violence involving Air Jordans. Lee countered that instead of blaming manufacturers of apparel, "deal with the conditions that make a kid put so much importance on a pair of sneakers, a jacket and gold". Through the marketing wing of 40 Acres and a Mule, Lee has also directed commercials for Converse, Jaguar, Taco Bell and Ben & Jerry's.
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