In the eighties, it was hailed as one of the first time a major sportwear brand signed with a rap group. Adidas signed a $1.6m deal with the Run-D.M.C after endorsing it in numerous songs and it marked the beginning of Adidas’ long-running affiliation with hip-hop.
In a new partnership, it has been announced that the sneaker giant, ADIDAS, will release an exclusive and limited edition of Run-DMC Superstar 80s and premium Run-DMC apparel.
The Run-DMC Superstar 80s comes with a printed leather sockliner, regular and fat lacing, plus elastic tongue construction, which allows wearers to emulate the Queens trio and wear the shoes without laces.
The apparel end of the collection features classic Firebird black and white tracksuits and Trefoil t-shirts. The limited edition Superstar 80s will be available in September; the apparel is available now at .
Run–D.M.C. is an American hip hop group from Hollis, Queens, New York, founded in 1981 by Joseph “Run” Simmons, Darryl “D.M.C.” McDaniels, and Jason “Jam Master Jay” Mizell. The group is widely acknowledged as one of the most influential acts in the history of hip hop culture.
The “My Adidas’ rappers also worked with producer DJA-Trak to create an anthem called “All Day Originals which launched last week (1 August). Inspiration works both ways, so when the original masters of collisions Run DMC clashed with prince of clubs A-Trak for Unite All Originals, the old school met the new school and something BRAND NEW was born.
Here is a video about the “My Adidas” rap for which they are known for.
It is the latest in Adidas’ “Unite All Originals” global campaign, launched earlier this year, mixing arts, music and fashion.
