{"id":13014,"date":"2022-05-09T10:32:51","date_gmt":"2022-05-09T02:32:51","guid":{"rendered":"https:\/\/snkrdunk.com\/en\/magazine\/?p=13014"},"modified":"2022-11-09T23:43:00","modified_gmt":"2022-11-09T15:43:00","slug":"million-dollar-deals-gang-violence-and-drugs-the-complicated-love-story-between-sneakers-and-hip-hop","status":"publish","type":"post","link":"https:\/\/snkrdunk.com\/en\/magazine\/2022\/05\/09\/million-dollar-deals-gang-violence-and-drugs-the-complicated-love-story-between-sneakers-and-hip-hop\/","title":{"rendered":"Million-dollar deals, gang violence and drugs: The complicated love story between Sneakers and Hip Hop"},"content":{"rendered":"

By Anton Karve<\/strong><\/p>\n

It’s common knowledge that hip hop and sneaker cultures are strongly intertwined, but not many know the intricate \u2014 and sometimes sordid \u2014 events that have gone on behind the scenes. From chance encounters producing million dollar deals, to gang violence and drug abuse, both industries went through a lot<\/em> to get to where they are now. Join us as we unravel their colourful history.<\/span><\/p>\n

Mid 1980s: The Chance Encounter<\/b><\/h2>\n

Since their debut in 1982, Air Force 1’s have been one of rap\u2019s most iconic silhouettes, with their influence in hip hop culture lasting for decades until today (ever met somebody with \u201cblack Air Force energy\u201d?) All along the American East Coast, Air Force 1s were a constant among rappers and hustlers, and were picked up by whole generations of fans. You couldn\u2019t move a block down without seeing a pair of these signature shoes.<\/span><\/p>\n

\"Rob<\/a>

D.J. E-Z Rock (left) and Rob Base (right) in their smash-hit single, “It Takes Two”. D.J. E-Z Rock rocks an altered pair of Nike Air Force 1s with a Louis Vuitton monogram swoosh. Image – Spotify.<\/p><\/div>\n

Despite the prevalence of sneakers in hip-hop culture, rappers only exerted influence subtly and indirectly \u2014 a far cry from the creative control many rappers enjoy today. Things looked like they were about to change when adidas executive Angelo Anastasio came across members of a young hip-hop group, Run-DMC, breakdancing in adidas tracksuits. Nothing came out of this specific encounter, though; it wasn\u2019t until later that Anastasio realised the group\u2019s full potential.<\/p>\n

\"Run-DMC<\/a>

A crowd of fans waving their Superstars and Adidas merch during a Run-DMC show. Image – adidas Originals.<\/p><\/div>\n

Some time had passed before Anastasio\u2019s second encounter with Run-DMC, at one of their shows in Madison Square Garden. Upon seeing the thousands-strong crowd of Run-DMC fans waving their adidas merch, a risky opportunity presented itself to Anastasio, one that he courageously took. In one of the best marketing gambles in sneaker history, Anastasio offered the members of Run-DMC a $1 million endorsement deal. Keep in mind – at the time, a deal of this magnitude was completely unheard of. The endorsement marked many firsts: most notably, the first time a brand had a noteworthy presence in rap music videos, and the first rap song made for a sneaker company. After releasing their song \u201cMy Adidas\u201d, Run-DMC would don adidas tracksuits and Superstars in all their performances.<\/span><\/p>\n