Chapter 1
Canvas and clay: the birth of the sports shoe
Chapter 2
My Adidas: how music claimed the sneaker
Chapter 3
His Airness and the birth of the collector
Chapter 4
Soles in the gallery: sneakers as modern masterpieces
YOUR GOAL
Master of From gym floors to gallery walls
Ch 2 · My Adidas: how music claimed the sneaker
nike My Adidas Sneaker Deal
Put your sneakers up! Put your sneakers up! That's how we made a million-dollar deal!
Fun Fact
Laceless origin: Run-DMC wore their Adidas sneakers without laces to mimic prison dress codes, where laces were confiscated for safety.
Glossary
endorsement (noun)
An act of giving one's public approval or support to someone or something. In 1986, Run-D.M.C. signed a historic Adidas deal, marking hip-hop's first major corporate partnership.
An act of giving one's public approval or support to someone or something. In 1986, Run-D.M.C. signed a historic Adidas deal, marking hip-hop's first major corporate partnership.