2. Run-DMC Lands Deal With Adidas (1986; $1 Million)
By today's standards $1 million may not seem like a whole lot when it comes to endorsement deals, but think back to how things were in 1986, when most sneaker endorsements went to athletes. So for a hip hop group that didn't play any sport professionally to land that type of deal by a brand that made sense to their lifestyle was an incredible feat. Many even consider this the genesis of hip hop lifestyle marketing as the alignment between hip hop and Adidas was a union made in heaven.