0:00
Meanwhile, in New York City, hip hop was
0:02
making its own mark. Rap groups like Run
0:05
DMC embraced sneakers as part of their
0:08
everyday uniform, wearing Adidas
0:10
superstars with no laces and turning
0:12
street style into a statement. When the
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group released the song My Adidas in
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1986, they secured a landmark
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endorsement deal with Adidas, marking
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the first time a major sneaker company
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officially aligned itself with hip-hop
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culture. By the 90s and early 2000s,
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sneakers weren't just for athletes and
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hip-hop artists anymore.
