Hip Hop and Adidas

I was enjoying the video of the single Roc Boys (and the winner is...) from Jay-Z sometime ago, and it struck, must rap/hip hop video is hip hop, (especially in the early days) shows the star rockin' adidas wears; mostly emblazzoned jacket and sneakers.
I decided to do a little research on the relationship between adidas (an european brand) and hip hop. The finding is quite intersting...

The relationship was started around '86 by the hip-hop iconic act, Run DMC. The group were known to be sporting adidas "superstar" sneakers without the laces and/or pulling the tongue out.
They were imitating the dressing on the street which was inspired by the fashion in prison.
In response by an anti-sneaker rap, the group who released a single "My Adidas", in tribute to their love for the adidas "Superstar" sneakers, and to change the storeotype of the sneaker style.


During show, the groups ask audience to raise their "adidas", this prompted the executives on adidas company to sign the group making it the first ever endorsement deal with a rap group.

Adidas and Hip hop has been intrinsically linked since then, evn with the entry to the scene of other brands like Nike, rebook etc..

More can be read on the link below, it quite a story...

So next time you see a hip hop video with the acts wearing adidas kits, know that its from the Run DMC...