So lets say an adidas exec came to Madison Square Garden, saw everyone hold up their shelltoes during "My Adidas," and instead of giving Run DMC a million-dollar deal just said "huh, that's cool, thanks for the free PR." What, Run DMC was going to start wearing Nikes? The song was already out there, free of charge. adidas was going to reap the benefits regardless. What did a German company know from Queens rappers anyway? And if adidas doesn't pay Run DMC, does Reebok pay Jay-Z and 50 Cent? Does Nike give Kanye West a shoe? The synergy between sneakers and hip-hop was already there, but without that first deal, maybe it's just love and not money.