So good to reconnect for another week of Case Law for the Culture, where we take a phenomenal event in culture and break it down IP style.
Let us know what you think!
As a trademark attorney into all things cultural, the Run DMC case had me thinking: Isn't it cool how music and trademarks can intersect to redefine brands?
Seeing hip-hop's impact on Adidas, it's clear: trademarks aren't just legal stuff; they're about connecting with culture and evolving brands.
So, inspired by "My Adidas," this Founders’ letter digs deep into the Run DMC x Adidas Saga, and how a catchy song about a trademark changed the course of hip hop forever.
At Firm for the Culture, we not only push the culture, we protect those who create, curate, and shift the culture.
From dynamic social impact companies like The Modern Altruneur, Co:Census, and Latinx Women-Led marketing firm Bombilla, we help you protect your brand so you can focus on what you do best:
This isn't just a tale of musical success; it's a narrative on how a song can fundamentally transform a brand's course and its connection with culture.
Back in 1986, Run DMC released "My Adidas," a track meant to defy and demystify stereotypes associated with Black men in New York who chose to wear their Adidas without shoelaces.
Run DMC wanted to paint a narrative other than the one perpetuated at the time - that Black men who wore Adidas without shoelaces were not drug dealers, but culture shifters and changemakers.
The results were atounding.
This song would become more than a catchy tune; it would catapult Adidas into the cultural zeitgeist of the time.
At the time, Adidas already had a strong identity.
But "My Adidas" propelled the brand into an entirely new dimension.
Here’s how it happened.
In 1988, the President of the American division of Adidas was drawn to a Run DMC concert; he wanted to witness all the hype around Adidas, particularly from communities that were not on Adidas’ radar.
What he saw was a testament to the influence of rap and hip-hop culture.
Indeed, at one point in the concert, Run DMC had concertgoers raise their Adidas sneakers in the air, chanting the song's hook (“MY ADIDAS!”), showcasing the deep connection between the brand and its newfound audience.
This moment was pivotal, convincing Adidas of the immense potential within rap and hip-hop.
After this 1988 concert, Adidas was no longer just a sports brand; it had become an integral part of hip-hop culture, showcasing the profound power of trademarks.
Trademarks, at their core, protect brands as much as they can propel them, ensuring consumers know who's who in the market.
So when you’re thinking about a brand that encompasses your organization’s mission, vision, and values, don’t forget to think about the culture as well…
This story is a powerful testament to brand growth and identity through the strategic use of trademarks. It highlights the undeniable influence of culture on brand evolution.
If you're on a mission to protect your intellectual property and carve out your brand's place in history, remember the legacy of "My Adidas."
And when you’re ready to make an impact, we atFirm for the Culture are here to guide, support, and walk alongside you every step of the way.
#ForTheCulture
What did you think of Adidas’ choice to give Run DMC $1 Million for a deal?
