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Hip hop and sneakers have a privileged connection. From the Nineties to today, the relationship between artists and what they wear on their feet has intensified: from simple (and involuntary) testimonials, rappers have become an integral part of the design and creation process of some of the most successful models in recent years. References in their music to the world of sneakers are therefore a natural consequence of something that has always belonged to hip hop culture.

Adidas Superstar – Run DMC, “My Adidas”

We cannot start anywhere else but here, at the first – commercial, not just ideal – intersection between the world of hip hop and sportswear. Unlike other subcultures, such as punk, which despised the entire fashion system, or that of skaters, which developed an underground culture around brands faithful to their philosophy, hip hop has always had a privileged link with the world of fashion – as well exemplified by Dapper Dan’s typical clientele in the 1980s, becoming a style reference for the residents of Harlem. The New York-based Run DMC paid close attention to their image, adorned with colorful hoodies, Kangol bucket hats, flashy necklaces, and tracksuits. And, of course, adidas Superstar sneakers. In 1986, “My Adidas” was released, an anthem to their sneakers worn everywhere (“My Adidas touch the sand of a foreign land”) and an integral part of an identity (“My Adidas and me close as can be / We make a mean team, my Adidas and me”). As mentioned: a commercial union as well, since shortly after, the three-striped brand signed the group to a million-dollar contract, after an epic live performance at Madison Square Garden, while fans joyfully waved their sneakers.

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