These days, it's a no-brainer that hip hop and sneakers go hand in hand. Since 1986, when Run-DMC put Adidas back on the map with the classic track "My Adidas," the brand has been making dope partnerships with artist's like Missy Elliott and Snoop Dogg. This time around, Adidas has linked up with a different kind of artist, veteran photographer Jamel Shabazz, for its #thestreetgoeson campaign.
Shabazz, a native of Brooklyn, began his photography career nearly four decades ago documenting the folks in his Red Hook neighborhood. His books Back in the Days and A Time Before Crack celebrate urban life in New York during the 1970s and '80s, and pay homage to a culture on the rise — hip hop. Every page is a glimpse at beautiful young men and women, full of hope, love and indefatigable swagger.
So it's not surprising when a company that can attribute its successful rebranding to one of hip hop's most legendary acts wants to recapture the glory of its cool days. "Everyone back then tried to be original. You went out of your way to create your own style," says Shabazz of his subjects' fashion sense. "And Adidas was huge."
To check out the campaign, which includes a number of classic photos from Shabazz, click here. And to learn more about Shabazz and his work watch our exclusive interview with him below, part of our "Artist's Way" series.
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(Photo: Courtesy of PowerHouse Books)