The idea of a rapper collaborating with a major sneaker brand might not be groundbreaking in 2020, but just three decades ago, one endorsement deal paved the way for hip-hop to cash in on its cultural cachet. If you’re an avid hip-hop head you might recall Run DMC’s third studio album, "Raising Hell," which thrust the group into the American mainstream and forever linked the genre to their iconic style and affinity for the Three Stripes. When the album released in 1986 one track particularly stood out: “My Adidas.” The song was more than just a powerful co-sign — it would soon become the catalyst for rap’s first endorsement deal, setting the stage for a generation of new artists to follow suit. Part of Run DMC’s success was its outsized influence within youth culture and ability to mobilize their fanbase to become arbiters of the group’s style. When Run DMC’s manager convinced an adidas executive to attend a sold-out show from the "Raising Hell" tour that same year, the Germans didn’t see what the big deal was. But once “My Adidas” cued up and Darryl “DMC” McDaniels commanded the crowd to show them their adidas, it was at that moment the Germans understood the marketing goldmine they had in their hands. Tens of thousands of fans proudly waved their Superstars in the air, promptly leading adidas to sign an unprecedented million-dollar endorsement deal with the group just weeks later. The deal solidified adidas’ reputation as a brand that empowers artists and creatives while giving them a financial platform to create. One of adidas’ most pivotal partnerships in recent memory was the recruitment of Kanye West in 2013. After being snubbed by Nike, the Three Stripes offered West creative freedom to build his own sneaker empire that would eventually make “Yeezy” a household name. Fast forward to today and it’s clear that rap's influence with brands is still a dominant force to be reckoned with. Countless other endorsements within the hip-hop community have since been made possible thanks to Run DMC’s early success, but it was their brazen videotaped message to adidas that eventually helped seal the deal: “Give us a million dollars!“ 📸: @lawrencewatsonphotography