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The brand gained a following in the hip-hop community by the late 1970s. [14] In the spring of 1980, Pro-Keds launched a collection of performance cupsole basketball shoes with the marquee model being the Shotmaker. The Shotmaker would be worn by Ralph Sampson and Gerald Henderson. In 1981 Sugar Ray Leonard became a spokesperson for the brand. [15]
British Knights was one of the first brands to use hip hop artists as endorsers, enlisting Kool Moe Dee for the brand's introduction to TV. “How Ya Like Me Now” was broadcast on the worldwide music channel MTV. [3] British Knights made their biggest marketing push in 1990, when they signed rapper MC Hammer to a full endorsement deal.
The company focuses on streetwear, skateboarding, and hip hop fashion trends. Its main products include clothing, skateboards, and accessories. In December 2020, the U.S.-based apparel and footwear company VF Corporation bought Supreme for $2.1 billion. [3] In 2024, the brand was sold to EssilorLuxottica for $1.5 billion. [4]
FUBU (/ ˈ f uː b uː / ⓘ, FOO-boo) is an American hip hop apparel company. FUBU stands for "For Us, By Us" and was created when the founders were brainstorming for a catchy four-letter word following other big brands such as Nike and Coke. [1] It includes casual wear, sports wear, a suit collection, eyewear, belts, fragrances, and shoes.
In the late 1970s, Freddy became a member of the Brooklyn-based graffiti group the Fabulous 5, known for painting the entire side of New York City Subway cars. Along with other Fabulous 5 member Lee Quiñones, under his direction they began to shift from street graffiti to transition into the art world and in 1979 they both exhibited in a prestigious gallery in Rome, Italy, Galleria LaMedusa.
Critics noted that PaRappa was created at the very moment in which Japanese hip-hop transitioned from a small subculture to a mainstream phenomenon. Noting the character's enthusiasm in spite of his goofy nature, J. C. Herz described PaRappa in an article for The New York Times in 1998 as the " Will Smith of video game characters".
Sneakers have been an important part of hip hop (primarily Pumas, Nike, and Adidas) and rock 'n roll (Converse, Vans) cultures since the 1970s. Hip hop artists sign million dollar deals with major brands such as Nike, Adidas, or Puma to promote their shoes.
Carhartt has gained popularity within the hip-hop community, with notable rappers such as Tupac and Dr. Dre wearing the brand. Carhartt jackets and their evolution as fashion items were featured prominently at the Bronx Museum of the Arts exhibition entitled "One Planet Under a Groove: Hip-Hop and Contemporary Art" in 2002. [20] [6]