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# DMC Drops Adidas
- URL: https://www.protein.xyz/dmc-drops-adidas/
- Published: 2005-11-25T01:18:56.000Z
- Updated: 2016-06-06T16:33:44.000Z
- Description: Veteran rapper Darryl √¢‚Ǩ≈ìDMC√¢‚Ǩ¬ù McDaniels, formerly of pioneering rap group Run-DMC, has ended his…
- Author: Protein
- Tags: Seeds, #protein, #Import 2024-06-11 13:15

Veteran rapper Darryl “DMC” McDaniels, formerly of pioneering rap group [Run-DMC](http://en.wikipedia.org/wiki/Run%5FDMC?ref=protein.xyz), has ended his 20-year affiliation with [Adidas](http://www.adidas.de/?ref=protein.xyz). The rapper has joined on to promote the Upscale French-owned brand, [Le Coq Sportif](http://www.lecoqsportif.com/?ref=protein.xyz). Hmmm, I wonder how big the cheque was. DMC said he came across the brand on his quest to find a comfortable sneaker, after many years with Adidas, whom he once endorsed in a now legendary 1986 pact with the German sportswear giant. DMC was introduced to the Le Coq Sportif brand earlier this year after a trip to the company’s New York show room with a business associate. “When summer came, I had to put my Adidas back on because literally, no other sneaker looked right on me," DMC told AllHipHop.com. "For some reason, those shell-toes were mine. Not for Run, not \[Jam Master\] Jay’s. For me. I couldn’t wear nothing else.” DMC is also helping Le Coq Sportif in a design capacity, helping to choose color schemes of the sneakers. In January, the Sausheim, France based Le Coq Sportif announced it would make a push into the United States apparel market via a collaboration with Itochu International, the company that owns the Le Coq Sportif license in the United States. Hip-Hop fashionistas will recall the Le Coq Sportif brand was popular in hip-hop circles in the mid-1980’s. DMC said he was not simply signing a shoe deal and had rebuffed offers until he found a shoe that also reflected his personal style. “I put those shoes on \[Le Coq Sportif\] and it was a wrap,” DMC said. “I finally found the sneaker I was looking for. Finally I could get out of my shell-toes.” Run-DMC helped revolutionize hip-hop marketing when they recorded the hit song “My Adidas” featured on their landmark 1986 album, Raising Hell. “Adidas was part of a great past, but with my new album and documentary show coming out this fall on VH1, I found a sneaker brand to represent a great future," DMC continued. DMC is preparing to release his debut solo album Checks Thugs and Rock 'n Roll on his own label Rags 2 Riches Records and will also be featured in an upcoming Le Coq Sportif ad campaign. The rapper is also the subject of a new VH1 franchise called “VH1 Rock Docs,” which reveals untold stories in the world of rock and hip-hop music. \[All Hip Hop\]