I didn’t give Adidas enough credit for being on the forefront of capitalizing on the lifestyle aspect of sneaker culture. Adidas recognized that what our heroes wore on their feet is what helped them stand for something, if not at least stand on something.
RUN-DMC stood on top of rap music in the early mid-eighties as the pioneers of the new unflinching hardcore street aesthetic. They were the evolution of the Crash Crew or better yet, the Furious Five. Less was more with RUN-DMC and instead of a group of emcees trading rhymes there was a workman-like deejay, the hype man and the emcee with an iron lung. Yelling into the microphones was how they let everyone know they meant business. With their Superstar Adidas on, RUN-DMC kicked in the door to the suburban home and let every rap group after them come in.
Fast forward to the present, GAME REBELLION shouts their rap songs of defiance and protest at an event sponsored by who? Adidas. I have difficulty in persueding the people that I know at Nike in supporting this cutting edge band of rebels. The sneaker culture has transformed into a glitzy patronage system that no longer eschews the rebels that wear their sneakers to boardroom meetings, since everyone is now wearing sneakers to boardroom meetings.
The rage at the machine has been replaced by the rage to buy a pair of limited edition sneakers for men that resemble a pair of clear vinyl stripper heels. The shoes are even named after the Invisible Woman. Is this the new lifestyle that men are embracing? A secret desire to wear women’s shoes? Where are the rebels going to stand? I pray that when they do stand that it won’t be in high-heeled stillettos.
damn dallas. you’re bringin the truth today.
rage has become a style. an aesthetic. rappers are angry. unfortunately, nothing useful comes out of that anger. except maybe a crapper diss tune.
imagine if jay-z told the kids to read a book?
great adidas/run-dmc connection. rappers don’t stand for or even on anything. they just make their own foundation. and sell it to the kiddies.
yo, you got the new g-units? the ones with the stripe? same shit. different day.