Run-DMC Signed By adidas

When: 1986

After sporting adidas for years, simply for the love of the brand and without remuneration, Run-DMC was looking to take things further. Russell Simmons and Lyor Cohen invited adidas executive Angelo Anastasio to see Run-DMC perform their hit song "My adidas" at Madison Square Garden. Witnessing thousands of fans holding up their adidas footwear whilst chanting the words to the song drove Anastasio to initiate the plans for a million-dollar endorsement deal. This deal was the first of its kind and certainly laid the groundwork for future marketing and business relationships in hip-hop.