How brands can become culturally relevant today just as Adidas were for Run DMC and their fans 30 years ago.
![New York, USA. 09th Aug, 2023. View of the RUN DMC pop-up and art installation experience in partnership with Adidas to celebrate the Hip Hop icons 40th Anniversary, New York, NY, August New York, USA. 09th Aug, 2023. View of the RUN DMC pop-up and art installation experience in partnership with Adidas to celebrate the Hip Hop icons 40th Anniversary, New York, NY, August](https://c8.alamy.com/comp/2RGJ00P/new-york-usa-09th-aug-2023-view-of-the-run-dmc-pop-up-and-art-installation-experience-in-partnership-with-adidas-to-celebrate-the-hip-hop-icons-40th-anniversary-new-york-ny-august-9-2023-photo-by-anthony-beharsipa-usa-credit-sipa-usaalamy-live-news-2RGJ00P.jpg)
New York, USA. 09th Aug, 2023. View of the RUN DMC pop-up and art installation experience in partnership with Adidas to celebrate the Hip Hop icons 40th Anniversary, New York, NY, August
![Run DMC x Adidas: This is how the first advertising contract between a music group and a sports brand came into life - HIGHXTAR. Run DMC x Adidas: This is how the first advertising contract between a music group and a sports brand came into life - HIGHXTAR.](https://highxtar.com/wp-content/uploads/2023/05/Thumb-H-Run-DMC-Adidas-1200x675.jpg)