It all started with My Adidas

 Run-DMC / photo credit: Artista Records

Run-DMC, a Hip Hop group composed of Joseph ‘DJ Run’ Simmons, Darryl ‘D.M.C.’ McDaniels, and Jason ‘Jam-Master Jay’ Mizell, exploded into its fame in 1983 and knocked the world into new musical heights with their minimal hard-hitting beats, aggressive rhymes, and fashion style. One of the most influential acts of all time not only stirred Hip Hop into a direction that inclined and presented itself to the mainstream world, but also introduced Hip Hop as a fashion statement.

During the time when Hip Hop was still establishing its identity, musicians were continuously experimenting with its appearance. Acts at the time were unaware what direction Hip Hop would cultivate into, and ventured to form it into a Pop phenomenon instead of grounding it’s own identity. Disco and funkadelic styles were accompanying the image of Hip Hop on stage to fit the fashion of cultural and previous musical trends of the time. However, Run-DMC was determined to push their own style, dressing on stage how they would present themselves on the streets. Their belief to stay true with Hip Hop, especially through their appearance helped kids identify with them. Their prominent “stick-up kid” look reflected the voice of the streets, from their leather jackets, Godfather-esque hats, black jeans, exaggerated jewelry, and their most distinct accessory - their Adidas sneakers.

Single-handedly, Run-DMC revived the Adidas Superstar, a.k.a. the shelltoe sneaker, and also became an enormous influence in the sneaker culture. It all started with Run-DMC rocking their Adidas sneakers with no shoelaces, a trend that was picked up from a regulation in jail to prevent inmates from committing crimes or suicidal behaviors. Because of Run-DMC’s growing fame and influence to the youth with rocking no laces, the older population grew upset at Run-DMC for their support on the trend’s stereotypical references. As a response, amateur musician and poet Dr. Gerald Deas recorded “Felon Sneakers”, a track that responded to the group’s fashion faux pas, criticizing them for their influence on the youth to imitate inmates. Run-DMC fired back with their own record hit, “My Adidas”, that lyrically flipped the stereotype by making a positive statement of how the group travels with their Adidas sneakers, expressing that “Me and my Adidas do the illest things / We like to stomp out pimps with diamond rings / We slay all suckers who perpetrate / and lay down law from state to state.” The track debunked stereotypes and made an example that black men can be raised in a corrupt area and grow to be successful without resorting to a life of crime.

Because of Run-DMC’s sneaker popularization and the added help of their hit single, Adidas Superstar sales soared up the charts in the 80s, resulting the conservative German owners of Adidas to eventually sign Run-DMC with a clothing line of their own (complete with apparel and sneakers), plus a paid bonus of $1 million. My Adidas and the styles of Run-DMC revealed that Hip Hop was beyond a form of music and directed it into a lifestyle, helping to launch streetwear what it is today.