27. adidas

In the '90s, adidas was the brand of choice for nostalgia-obsessed hip-hop purists, but not so much for the next-big-thing cool kids. Fast forward a few year and whaddya get? Shrewd collabs with everyone from CLOT to Neighborhood to Jeremy Scott to Yohji Yamamoto, some incredible ObyO projects, a brand-new exclusive deal with the NBA, and a brand-new lease on cool. If anyone's earned their stripes, it's them Dassler boys.

By persuading Jesse Owens to wear their shoes in the 1936 Olympic Games, adidas became the first company to strike an endorsement deal with an African-American. Hang on to THAT one until February!