1980s Cultural Fashion Trends

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Adidas ‘Superstar’ shoe was originally pronounced ‘dead’ in making profits. But ever since the song entitled “My Adidas” by RUN DMC was made, their sales increased drastically. The jump in sales attracted the attention of an Adidas Marketing Director named Angelo Anastasio who worked in the Adidas LA branch saw the ‘Superstar’ shoe came back to life. (Angelo Anastasio, Just for Kicks, 2006) In the song, they described what was cool and hip by promoting the type of shoes they wore. Because of the promotional song success Adidas signed an endorsement deal with RUN DMC for 1$ million dollars since Adidas also allowed the group to make their own limited edition RUN DMC Superstar shoe. The 1980s cultural fashion trends seen in urban areas were

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