In the world of hip-hop and sneakers, few collaborations have had as profound an impact as the partnership between Run DMC and adidas.
The legendary rap group from Queens, New York, made history by not only popularizing the iconic adidas Superstar silhouette but also reshaping the entire sneaker industry.
Originally released in 1969, the adidas Superstar was initially designed as a basketball shoe and featured a distinctive rubber shell toe box (hence its nickname ‘shell toes’), which was meant to provide extra protection and durability for basketball players.
Its sleek, low-top design, herringbone-patterned outsole, and leather upper made it a standout choice for athletes, but it was Run DMC who would take this basketball shoe to new heights off the court.
Run DMC emerged on the hip-hop scene in the early ‘80s with a sound characterized by hard-hitting beats, clever rhymes, and a rebellious attitude that resonated with the youth. They were more than just rappers; they were cultural icons who blended music and fashion in ways that no one had ever done before.
The game-changing moment occurred in 1986 when Run DMC dropped their hit single "My Adidas." The song, an ode to the iconic Three Stripes, celebrated the group's love for adidas — particularly a certain pair of shell toes. What made it truly groundbreaking was that it wasn't just a song; it was a movement. Fans in the crowd, inspired by the track, started holding up their adidas sneakers in the air at concerts, and soon the brand took notice.
In response to this grassroots fandom galvanized by Run DMC, adidas made a huge gamble. They approached the group with an eye-watering endorsement deal, becoming the first major sports brand to partner with hip-hop artists. The partnership was a turning point in the sneaker industry, bridging the gap between sports and music, and forever changing the way sneakers were marketed.
The adidas Superstar became the star, if you will, of Run DMC's partnership. The group famously rocked them laceless with the tongues pushed out, a look that would become forever linked to their singular style. This unorthodox fashion set a new trend in the hip-hop community, turning the Superstar into a symbol of authenticity and street cred.
The partnership between Run DMC and adidas marked a paradigm shift in sneaker marketing. Before this collab, athletic brands mainly focused on signing athletes, but Run DMC proved that musicians and cultural icons could be just as influential in selling sneakers. This shift led to the rise of celebrity endorsements in sneakers, with artists like Beyoncé, Pharrell Williams, and Rihanna following in Run’s footsteps.
The Run DMC and adidas partnership left an indelible mark on the sneaker industry and its success set the stage for future collaborations between sneaker brands and artists, athletes, and cultural icons.
But make no mistake, Run DMC x adidas was the original collab that changed sneakers forever.
