Raise of RUN-DMC

Our story starts 1983 in Hollis, Queens, NYC. The hip hop movement is in its early days, hip hop is still an underground music scene. Russell Simmons a young and aspiring man, trying to find his path, opens a record label with his partner Rick Rubin, and name it Def Jam Records.

Russell approached his younger brother Joseph, and suggests to form a rap group. Joseph went and talked to two friends he had in high school, Daryll McDaniells and Jason William Mizell,

Jason was known as “Jam Master Jay”, and was considered the best DJ in all of Hollis, Daryl(D.M.C) and Joseph(Rev Run) began practicing on their rap skills.

In late 1983 the group which is now called RUN-D.M.C., released their first single “Sucker MCs”

<https://www.youtube.com/watch?v=7PMmOdeMSzo>

The single was well received, its use of simple beats, only a bass line and drum machine, apposed to sampling which was the main method in the raising hip hop scene.

But Simmons wanted the group to represent the streets that they came from, and the music was not enough. Back in that time rap groups would dress in very absurd leather clothes and costumes influenced from the disco era of the 70’s.

Simmons dressed the group with black jackets, big gold chains and Adidas shoes without shoelaces, similar to what was worn on the streets of NY.

The group started gaining success, continued to release albums, and in 1986 their album “Raising Hell” was a massive success not only in the hip hop scene but in mainstream too!

The groups mesh of rap and rock got to a highpoint when they collaborated with Aerosmith and covered the song “Walk this Way”.

<https://www.youtube.com/watch?v=4B_UYYPb-Gk>

This single helped the group crossover to mainstream America, was a major hit 4# on billboard chart.

RUN-D.M.C achived many feats in their career:

The first hip hop act to chart in the Top 40 of Bilboard Hot 100 The first hip hop artist with a Top 10 pop charting rap

first hip hop artists with gold, platinum and multiplatinum albums.

The first hip hop act to appear on the cover of Rolling-Stone magazine.

On top of all these achivments, probably the biggest one was the deal with Adidas.

<https://www.youtube.com/watch?v=JNua1lFDuDI>

“My Adidas” single from the “raising hell” album was a huge hit. The attachment of Adidas shoes to street culture is undeniable, this song celebrates this strong connection.

In 1986 Adidas officials were invited by Simmons to attend the groups concert in Madison Square Garden.

<https://www.youtube.com/watch?v=xGCsHONwdmk>

As seen in the clip, the gusts from Adidas look around and see most of the audience lifting their Adidas shoes to the air. After this show RUN-D.M.C. were the first non athletes to get an endorsement deal with Adidas, and “street wear” was born.