It all started in the 1980's in Harlem. Rappers wore basketball sneakers to create an identity and distinguish them from other musicians. In 1986, New York rap group Run DMC wrote the song titled "My Adidas. " It got them a 1 million dollar contract and kick started a movement with the birth of an icon. 3 decades later the idolization has turned into a lucrative business with an estimated market value of 30 billion dollars.
Video provided by France 24
Producer : France 24