‘A quarter century after Run-DMC dedicated a song to their sneaker brand of choice, DMC is still rocking his Adidas for hip-hop.
On Friday morning (November 11), Darryl ‘DMC’ McDaniels of the seminal Queens rap group was in the Harlem USA clothing store on 125th Street signing autographs for fans who purchased a special Adidas Originals Superstar 80s model commemorating the 25th anniversary of Run-DMC’s My Adidas.
The song was released in 1986 and appears on Run-DMC’s triple-platinum Raising Hell album. The hit record was inspired by more than just bragging and boasting about their collection of kicks, though.
‘It was a song that was about our sneakers, but it was bigger than just talking about how many pairs of sneakers we had,’ DMC told MTV News. ‘It came from the place of people would look at the b-boys, the b-girls and go, “Oh, those are the people that cause all the problems in here.” And, “Those young people are nothing but troublemakers and those young people don’t know nothing.” So they was judging the book by its cover, without seeing what was inside of it.’
DMC continued, ‘So me, Run and [Jam Master] Jay was like, ‘Yeah, we going to make a record about our Adidas.’ Yeah, we wear Adidas [with] no laces, we got gold chains, we got Cazals and all of that, but I go to St. John’s University. These Adidas stepped onstage at Live Aid. People gave and the poor got paid. It was about taking the image of the b-boy and b-girl and letting the world know we’re a people of vision, we’re inspiration, motivation, we’re educated too. So it’s kind of a kick in the face to the people that was hating on hip-hop.’
Run-DMC’s lyrical certification of ‘shelltoe’ Adidas led to the first-ever endorsement deal between a music act and an athletic company. The limited-edition My Adidas Superstar 80s model is the same shoe Run, DMC and Jam Master Jay wore back in the day with special details like the JMJ logo on the heel, ’1986′ stitched on the side and a gold lace lock designed to look like a dookie-rope gold chain. Only 1,986 of the shoes will be made for sale to the public….’