About 20 years ago, Run-DMC stepped onto the stage at a sold-out Madison Square Garden in their signature white Adidas Shell Tops. Then, with Adidas executives watching, they performed the tune My Adidas and asked fans to hold up their Shell Tops. Smart move. Months later, Adidas signed a $1.5 million marketing deal with Run-DMC. And that was just the start. Urban music, of which hip-hop is a subset,
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