Exclusive: Sean Menard (299 Queen Street West) has been set to direct the docuseries The Sneaker Boom, on basketball shoe marketing of the ’90s, for Rtg Features, the sister studio to basketball-focused media company Slam. Rtg Features CEO Aron Phillips is among the producers of the project, which Sean Menard Productions is co-producing.

Currently in post-production, the series is set amidst the NBA’s rise in global popularity during the early ’90s, watching as a group of marketing mavericks and advertising execs bet millions on unproven rookies as they enlist their talents for wildly creative television commercials. As the players grow into superstars, basketball sneakers go from being a niche sportswear product to everyday fashion, en route to becoming a multi-billion-dollar industry.

The story of The Sneaker Boom is told through the lens of ’90s NBA legends including Dee Brown, Larry Johnson, Penny Hardaway and Grant Hill — who were respectively sponsored by Reebok,...