My Ahhh-didas, walk through concert doors
And roam all over coliseum floors

from Run-D.M.C. – My Adidas Lyrics on Rap Genius

Meaning

While Run-DMC were merely fans, not official endorsers, of Adidas when they wrote this song at the request of Run’s brother Russell Simmons, the overwhelming fan response to this tune made certain that would change, and quickly. Simmons made sure that Adidas reps were at the group’s 1986 Madison Square Garden concert. The Village Voice tells us what happened next:

At one point during the show, Run stopped the music and asked everyone to take off a shoe and raise it to the ceiling. The sold-out arena swelled with the sweet smell of freshly purchased, shell-toed Adidas. The always prescient Simmons made sure Adidas executives were on hand to see the impact of product placement in a hip-hop song. To the executives in attendance, the room reeked of funky marketing possibilities

“We didn’t know the representatives from Adidas were there,” says D.M.C. “But when [Simmons] saw that, he ran backstage and said, ‘I’m going to get you guys an endorsement contract.’ ” Run-D.M.C. received $1.5 million to endorse the brand, including a line of sneakers emblazoned with the trio’s logo

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