Run-DMC

Before Travis Scott, before Kanye, before Pharrell, there was Run-DMC and Adidas. In 1986, they became the first non-athletes to get a sneaker endorsement deal, turning the Adidas Superstar from a basketball shoe into a hip-hop uniform. 'My Adidas' wasn't just a song, it was a business plan that created an entire industry. Every musician-brand collaboration that followed owes something to this moment.