Who started it: Wu-Tang Clan
In 1993, the Clarks business was on the verge of bankruptcy. The family-run business was considering selling itself to an investor, but held out all because of the Wu-Tang Clan. Thanks to Enter the 36 Chambers, the hip-hop supergroup's endorsement of Wallabees single-handedly saved the company! ...Well not really, it was more of a combination of corporate restructuring and smart business decisions, but Clarks did move from being a manufacturing-based company to being driven more by consumer marketing. Which, when you have guys like Tony Starks rapping the praises of your comfortable kicks, adds to your overall brand awareness.