CNBC Documents Nike - CNBC's sweeps documentary on the global footwear giant premiers tonight. Swoosh! Inside Nike purports to go in depth, revealing how Nike designs, markets and manufactures its athletic shoes.

According to the business news channel's website, "Michael Jordan, Tiger Woods, LeBron James and other superstar/endorsers explain how they helped Nike establish its brand."

I like all of these guys, but honestly, I don't care to hear a bunch of overexposed sports celebrities spout off about themselves and what they allege to have done to help Nike achieve over $30 billion in market capital.

I want to see how the business works. Granted, relationships with athletes like Michael Jordan and Tiger Woods have improved Nike's sales, Nike's image, but the true masterminds responsible for Nike's success are guys like Bill Bowerman, Phil Knight, Frank Rudy, Tinker Hatfield and the advertising firm Wieden & Kennedy.

Bowerman, the legendary Oregon track and field coach, founded Nike with Phil Knight. Bowerman invented the Waffle sole. He is no longer alive and hence cannot be interviewed. Frank Rudy conceived and patented the air sole concept recognized by everyone as Nike Air. Rudy worked for NASA. Hopefully, he lends input to CNBC's project. If he doesn't appear, then the piece is incomplete.

As far as the famous advertising goes, haven't we heard enough stories about that? How many times can we hear the story about how Tiger Woods was juggling a golf ball with a club, and an advertising guy saw it and decided the routine would make for a great commercial? We know that. Let's not rehash. I don't want to hear about Spike Lee and Mars Blackmon. It just amounts to more celebrity babble. There's enough of that on the pages of People and TMZ.com. I don't need it on CNBC. Who tunes in to CNBC to hear about Spike Lee? I don't. CNBC is not Spike Lee's forum.

I wonder if we'll hear about the time Nike used the Beatles' Revolution for an Air Max ad? After concerns about whether or not an air bag-revealing foam cutout would make an athletic shoe structurally unstable, Max Air finally debuted to the public. Hatfield fought skeptics within the company on that one, and he won.

Anyway, visible air bags were considered revolutionary, so Nike used Revolution to tout the development. Nike got permission to use the song from Michael Jackson, drawing the Beatles ire. This story is great because, as we all know, Jackson acquired the rights to the Beatles catalog after a famous conversation in which Paul McCartney explained to Jackson the business upside of music licensing. So, Jackson bought up the Beatles' catalog, sticking it to the band.

Will that come up? Probably not. We'll hear Jordan, Barkley, Woods and James blabber on, and they may provide interesting insight, or they won't. I hope they entertain me. I'm not counting on it. I love seeing these guys, but I'm more interested in things I don't know from people with points of view I don't know about.

Jordan has already published a book on his relationship with Nike. The project looks a lot like a contrived advertising piece, but its still an interesting read. If I want Jordan's take on Nike, the Jordan Brand, his shoes, I can always get that book. I don't need CNBC for that.

We'll hear about the sweatshop charges and what Nike has done to alleviate that issue. Hopefully we'll also learn more about what Nike is doing to create green sneakers.

We'll see. We'll see. Sneakerheads, marketing professionals and CEOs need to tune in!