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.

YOU AUGHTA KNOW:
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!