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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...

Wizards, all those sneaker psychos a platform. so we kind of opened up the door to the basement and let the culture out. >> this thing called hip hop from the streets of new york to the rest of the globe. >> hip hop is cooler than anything that carried me forward, and being young, i wanted to be about something different. to me, whatever run dc was rocking at the time was cool, so that told adidas no shoe strings, oh, my god, that was crazy. i didn't wear no shoes with strings in them for a year and a half after that. ♪ adidas, nike, whatever, like apple versus microsoft, the sneaker war eng...

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...