When it comes to hip hop and its influence on culture and lifestyle, the story of how Run DMC got – the first for a rap group - $1million endorsement deal from Adidas which eventually included their own line is legendary. In the book, The Big Payback: The History of the Business of Hip Hop, Dan Charnas talks of how Lyor Cohen convinced Angelo Anastasio, Adidas US marketing executive, to come see Run DMC perform at Madison Square Garden during their Raising Hell tour. One of their great hits was the homage to the shell-toe, My Adidas (for the young ones reading this) Charnas writes, “The...