Adidas and Run DMC revive partnership for music video

Adidas is reviving its deep-rooted ties to iconic hip-hop group Run DMC to create an interactive music video for its lifestyle range. 

The “My Adidas’ rappers have worked with producer DJ-A-Trak to create an anthem called “All Day Originals which launches later this week (1 August). Fans will be able to influence the music video for the song, although Adidas is remaining tight-lipped about further details in an effort to generate as much buzz as possible ahead of the launch.

A behind-the-scenes video (see above) gives fans an insight into how the partnership came together.

It is the latest in the brand’s “Unite All Originals” global campaign, launched earlier this year, mixing arts, music and fashion.

Run DMC signed a $1.6m (£1.05m) deal with the brand in the 1980s after endorsing it in numerous songs. It was the first time a rap group had signed with a major sportswear brand and marked the beginning of Adidas’ long-running affiliation with hip-hop.

See our top five tie-ups with sports brands and rappers here.

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