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Performs "my adidas." 18,000 kids hold up adidas. and the executive sees this and he's blown away. and it changed the way brands look at artists. hip-hop artists in particular. to be a part of their advertising campaigns or be a part of their brand campaigns and they got the first endorsement deal as a result of it. >> they say my adidas was the start of sneaker culture, but i say it's the start of the awareness that the whole culture existed in the first place. >> we took the beat from the street and put it on tv. it gave all of those sneaker experts, all those sneaker wizards, all those snea...

America, 2% market share, and curious executive flies over and goes into the one dmc show. >> when he performs "my adidas," 18,000 kids hold up adidas. the executive sees this, and he's blown away. it changed the way brands look at artists. hip hop artists in particular, to be a part of their advertising campaigns or be a part of their brand campaign, and they got the first endorsement deal a part of it. >> they say "my adidas" was the start of the culture, but it's the start of the awareness that the culture existed if the first place. ♪ >> we took the beat from the street and put it on tv....

America, 2% market share. and a curious executive flies over and goes to this run dmc. when run performs my adidas, 18,000 kids hold up adidas. and the executive sees this, and he's blown away. and it changed the way brands look at artists, hip hop artists in particular, to be a part of their advertising campaigns or their brand campaigns. >> they say my adidas was the start of sneaker culture, but i say it is the start of the awareness that the whole culture existed in the first place. >> we took the beat from the street and put it on tv. it gave all of those sneaker experts, all those sneake...