A Complete History Of Hip-Hop Sneaker Deals

British Knights Hooks-Up With MC Hammer, Royally

When: 1990

Throughout the late 80s and early 90s, British Knights resisted the industry norm of endorsing an athlete and instead decided to align itself with the hip-hop lifestyle. With Hammer at the height of his career and popularity, British Knights entered into a $38 million endoresement deal to further its desired image. A deal like that is certainly 2 legit.

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