Adidas and Hip-Hop: Since Day 1

“My adidas walked through concert doors and roamed all over coliseum floors.” — RUN DMC in ‘My Adidas‘

Adidas and the hip hop culture have been a near perfect marriage for over 30 years. Since pioneers RUN DMC first came out stunting their Superstars in the early to mid 80s, the brand with the three stripes has been ubiquitous around the rap scene on the feet of some of hip hop’s most influential artists.

In 1986 sneaker endorsements were already well established. Athletes were already reaping the benefits of large endorsement deals as the shoe wars were in their infancy. But it was just that, athletes who were repping brands.

RUN DMC’s “My Adidas” response anthem trumpeting their favorite brand became a hit, and their fans followed suit wearing the very same Superstars their musical heroes were wearing. An adidas exec attending a RUN DMC show in 1986 (upon the invitation of Def Jam brass) saw the love for his brand not only from the band he saw that night, but from the tens of thousands in attendance that night. Shortly after, RUN DMC became the first hip hop group to endorse a brand. THEIR brand. The one they were passionate about. To the tune of one million dollars.

Adidas’ relationship with the band sparked signatures like the Fleetwood, El Dorado, Brougham and Ultra Star in addition to clothing and apparel. The band’s popularity now extended beyond music and into fashion and style.

Fleetwood

El Dorado

Brougham

Ultra Star

Since 1987, adidas has continued to celebrate it’s “first born” with exclusives and limited releases.

You couldn’t have the 35th Anniversary of the Superstar in 2005 without honoring the band with updated detailing as well as its fallen DJ, Jam Master Jay.

In 2011, adidas created a special 25th Anniversary of “My Adidas” Superstar with similar detailing however notating the year on the heel counter and chain dubret.

The band’s fabled “Christmas in Hollis” single from the “A Very Special Christmas” release was treated next with an adidas x Keith Haring x RUN DMC offering.

The Ultra Star was reborn again in 2014 when 2 iterations were released with RUN DMC branding on the tongue.

At the same time, another New York hip hop trio was also embracing the trefoil. The Beastie Boys were creating waves with their own style of hip hop along the NYC skyline. And while their Queens counterparts did so primarily in Superstars, these guys did so primarily in the Campus.

Adidas didn’t continue with the template of signing more artists, but that never stopped the Beasties from repping their brand. But in 2005, as part of the 35th Anniversary celebration of the Superstar, the Beasties got their signature as part of the City Series ‘New York’ arm of the collection.

The Music Series part of the 35th Anniversary pack honored three other hip hop icons, the Roc-A-Fella and Bad Boy labels and Missy Elliot.

Roc-A-Fella

Bad Boy

Missy Elliot

Missy Elliot was also able to create an entire line of sneakers, boots and sportswear. Silhouettes included the Fly Hoops, Spectacle and Ultra Bass among other “unique” designs.

In 2009, adidas collaborated with House of Pain to create one of the best looking Campus 80s to date for a special St. Patrick’s Day release in conjunction with Boston boutique Concepts.

The hip hop world has always shown great love to adidas, especially those from the Def Jam label. Adidas reached back to show them love putting together a 25th Anniversary pack highlighting the label, and many of its artists including Redman, Method Man, Ghostface Killah and Young Jeezy.

Def Jam Collection

Redman Collection

Method Man Collection

Ghostface Killah Collection

Young Jeezy Collection

The following year, adidas continued to collaborate with Def Jam first for Spring/Summer…

…and following with Fall/Winter.

The marriage between adidas and hip hop remains alive today as it continues to hold sponsorship deals with some of the best names in the industry such as Kanye West, Pharrell Williams, 2 Chainz, Snoop Dogg, Pusha T and Big Sean. Over the last few years we’ve also seen their continued commitment to these artists allowing them a level of creative license within the brand most recently with Pusha T, Pharrell and of course Kanye.

While adidas might not be the most worn brand by those within the hip hop community, it is the brand which has historically gotten the most love and which has returned that love by reinvesting into the culture. And with people like Jon Wexler, Rachel Muscat, Florian Reichelsdorfer and their teams working together the partnership between the Three Stripes and hip hop will continue to flourish.

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