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CULTURE

4 Times Rap and Sneaker Culture Became One

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Hip-Hop and fashion have become synoymous with each other. Particularly when it comes to the sneaker game. From Air Jordans to Run D.M.C. Adidas, sneakers have become a staple in hip-hop culture. Let’s take a look at four times rap and sneaker culture became intertwined.

Jadakiss & Allen Iverson Reebok Commercial

Allen Iverson is probably singlehandedly responsible for hip-hop culture being intertwined with sports. A.I. sported cornrows, wore flashy jewelry, and the latest designer wear, and then would turn around and drop 30 points. So when Reebok wanted to roll out his new sneaker, The Answer 5, they had to think outside of the box, just like his personality. Reebok tapped Jadakiss, who was one of the most popular rappers at the time for the promotion of the sneaker. In the Reebok Answer 5 commercial Iverson helps engineer a beat for the rap artist by simply dribbling a basketball. And Jadakiss proceeds to blaze the track. It is still considered one of the most iconic hip-hop commercials of all time.

Nelly Tops The Charts With ‘Air Force Ones’

Nelly is a hitmaker. Plain and simple. Everything he touches turns to gold and in some cases even diamond. One of the most beloved anthems in Nelly’s catalog is his hit record Air Force Ones from his 2002, Nellyville album. The song pays homage to the silhouette of one of the most popular Nike sneakers to date. It also sparked a national debate amongst rap fans on which city started the wave of making the sneaker popular. The song debuted at number 3 on the Billboard Hot 100. Nelly also has previously said he believes the song single-handedly contributed to the sneaker’s increase in popularity and price.

Kanye Drops The Air Yeezy ‘Red October’

Kanye West’s official introduction to the fashion industry came when he signed an endorsement deal with sneaker giant Nike in 2007. It was a historic move as he became the first non-athlete to sign an endorsement deal with the brand. In 2014 he turned the industry upside down when he released the “Red October” colorway of his “Yeezy 2” silhouette.

The release in itself was iconic. After months of rumors and speculation about a potential release date, the sneakers were released on a random February afternoon in 2014 with no prior acknowledgment. The unprecedented move would later come to be known as the “shock drop.” The Red Octobers caused a culture shift in the sneaker game. Despite it not being an athletic shoe, the kicks were donned on the court by the likes of LeBron James and Nick Young.

Travis Scott Inks Deal With Nike

Ironically, it was Kanye West who paved the way for people like Travis Scott. The Houston-born artist officially signed a sneaker deal with Nike back in 2017. Scott’s “Cactus Jack” sub-brand has been one of the most sought-after sneakers from Nike. Travis’ signature reverse swoosh has become a staple in hip-hop culture in the past few years. As His sneakers have risen in popularity, the sneakers have been known to go for more than triple the retail price.

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