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Adidas Superstar

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In 1983, from Hollis, Queens, came Run-D. M. C. , a rap group that refused to conform to pop standards by deciding that they would dress on stage the way they dressed on the streets. The trio was most notable for wearing the Superstars without any laces and pushing the tongue of the shoe out. "Adidas itself only found out about this love story when the band held up the 3-Stripes shoes during a concert in front of 40. 000 fans – one of these concertgoers was an adidas employee" The Superstar received a lot of promotion from the rap group as they went out on tours across the US, which increased sales of the Superstar shoe. Responding to an anti-sneaker rap song by Jerrald Deas called "Felon Sneakers", the trio released a song of their own called "My Adidas" in 1986. The song paid tribute to the Superstar shoe, and attempted to flip the stereotype of the 'b-boy'. Many years later, Adidas eventually signed an advertising deal with the group. The deal made between Run-D. M. C. and Adidas was the first endorsement deal between hip-hop artists and a major corporation, and a Run-D. M. C. endorsed line of clothing from Adidas was subsequently released.

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