After sporting Adidas for years and the release of their third album Raising Hell in 1986 which included My Adidas, Run-D.M.C. became the first rappers to sign an endorsement deal with a major company, Adidas. Russell Simmons and Run-D.M.C.'s road manager at the time, Lyor Cohen invited adidas executive Angelo Anastasio to come watch Run-DMC perform their hit song My Adidas at Madison Square Garden.
Angelo Anastasio saw thousands of fans in the crowd holding up their Adidas shoes in the air, and quickly signed Run-D.M.C. to a million-dollar endorsement deal, which also included their own signature line.