Contributed by AdamBernard:
Shoes have always played a big role in Hip-Hop culture. From songs like RUN DMC’s classic ‘My Adidas’, to Nelly’s more recent ‘Air Force Ones’, rappers have constantly extolled the virtues of their favorite kicks. DJ and label owner Bobbito Garcia even wrote a book about this connection titled ‘Where’d You Get Those? New York City’s Sneaker Culture: 1960-1987’.
Over a decade ago Hip-Hop started to work it’s way into advertising. Who can forget Spike Lee letting us know “It’s the shoes, man,” or Pete Rock and C.L. Smooth’s Sprite ad? With all that in mind it only seems natural that the day would come where rappers and other Hip-Hop personalities would become more involved in the shoe industry.
In an exclusive interview with ReactMag.com Larry Schwartz, Executive Vice President of Lugz, explained the affiliation, talked about his company’s latest signing, and gave his take on whether rappers will ever become as big as athletes when it comes to endorsing shoes. To read it all click here.