Run DMC for Adidas superstar's 50th anniversary

Updated: Jun 24, 2020

In celebration of the Adidas originals Superstar 50th anniversary, the Run DMC Superstar is coming back in April. Why is this Super start so important thou??

You can't say Adidas Superstar without saying Run D.M.C.As revealed by Mr McDaniels in the 2005 documentary Just For Kicks, “My Adidas” originated as a retaliation to an anti-sneaker novelty song called “Felon Shoes”, recorded to discourage kids from aping the stylings of prison inmates. The Run-DMC track and the Raising Hell LP had an accompanying tour that took them and their three-stripe shoe message worldwide.

A co-manager of the group, future Def Jam honcho Mr Lyor Cohen, saw the potential to get an endorsement and brought adidas executive Mr Angelo Anastasio to witness a moment when the rappers urged the audience to hold up their sneakers as “My Adidas” was performed.

At the Madison Square Garden leg of the tour on 19 July 1986, more adidas executives watched those aloft shoes. Along with Mr Cohen’s brokering and a video in which the group made a brief a capella performance to adidas and then shouted “GIVE US A MILLION DOLLARS!”, this resulted in a then-unprecedented for any musician – let alone a hip-hop act – $1m dollar endorsement deal.

By 1988, four special Run-DMC shoes had been released. The high-top Eldorado and Fleetwood, plus the low-top Brougham, were named after the group’s favourite cars, while the Ultrastar was a take on the Superstar with an elasticated tongue for easy laceless wear. Adidas would also put its name to Run-DMC’s underperforming movie, a violent 1988 thriller called Tougher Than Leather, released to coincide with an overlooked album of the same name.

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