Greg Ponesse — April 7, 2006 — Business
References: villagevoice
It all began with Run-D.M.C. In 1986, the Queens-bred kings of rap bumrushed Madison Square Garden with their sold-out "Raising Hell" tour. Russell Simmons had urged the group to record a song extolling the virtues of Adidas, their favorite sneaker brand. The result was a Top Five r&b record, "My Adidas"—most recently included on Run-D.M.C.'s Greatest Hits, out this week on BMG Heritage. 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
"We didn't know the representatives from Adidas were there," says
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