How Authentic Cultural Connection Creates Brand Longevity and Global Relevance: An Adidas Case Study
- Kintsugi Creative
- Sep 12
- 5 min read
Written By: Nokuthula Hatoongo
Introduction: Adidas and Cultural Longevity
Authentic cultural connection is what creates brand longevity and global relevance. When we look at brands that have stood the test of time in cultural alignment, Adidas is the perfect reference point. Adidas isn’t just sportswear, it’s culture. Its Firebird tracksuit and Superstar sneaker are symbols that have influenced generations, driven largely by Black music and Hip Hop culture. From Run-DMC in the 80s to Stormzy today, Adidas demonstrates that authentic engagement with culture ensures relevance and impact across decades and borders.
Run-DMC wasn’t just any rap group; they were pioneers. They had a distinctive look: leather jackets, fedoras, Adidas Firebird tracksuits, and, most importantly, Adidas Superstar sneakers worn without laces. In 1986, they released “My Adidas,” a track that wasn’t about selling shoes, but about identity, pride, and lived experience. Their fans connected instantly.
The defining moment came when they performed at Madison Square Garden and asked the crowd to hold up their Adidas sneakers; thousands did. That single gesture led to Adidas signing Run-DMC to a $1.6 million endorsement deal, the first between a sportswear brand and a music group. Superstar sneaker sales spiked by nearly half a million pairs. The Firebird tracksuit, paired with the shell-toe Superstar, became Hip Hop’s official uniform.
Run-DMC didn’t just boost Adidas’ sales; they redefined brand marketing. They proved that when a product is authentically embedded in culture, it can achieve global longevity and relevance.
Adidas in the 1990s: Hip Hop Goes Mainstream and Global
By the 90s, Hip-Hop had gone from a local movement to a global force. Adidas was right there, woven into the fabric of this cultural explosion. Rappers like Tupac Shakur (2Pac) and Eazy E wore Adidas gear, from sneakers to standout items, pushing it deeper into the mainstream and reinforcing Adidas as part of Hip Hop’s visual identity.
On the West Coast, Snoop Dogg often wore Adidas tracksuits, making them synonymous with LA’s Hip Hop style. smooth, confident, and effortlessly cool. Meanwhile, across the Atlantic, Britpop bands like Oasis wore Adidas on stage, bringing the tracksuit into British youth culture. Football terrace casuals also adopted Adidas Originals, further cementing its global reach.
The result was clear: the Adidas tracksuit wasn’t just sportswear. It was a universal marker of cool that connected diverse audiences across continents, further proving the power of authentic cultural connection to maintain brand relevance.
Adidas in the 2000s: Heritage, Hip Hop, and New Audiences
In the 2000s, Adidas doubled down on its heritage, reissuing classics like the Superstar and Firebird tracksuit under the Adidas Originals line. Hip-Hop and R&B stars such as Missy Elliott kept the brand alive in videos and performances. Missy wore tracksuits with unapologetic confidence, broadening Adidas’ cultural reach and appealing to women in Hip Hop who saw themselves reflected in her.
Adidas also embraced bold collaborations. Designer Jeremy Scott reimagined adidas gear with playful, eccentric designs that caught global attention. This decade positioned Adidas not just as a sportswear brand, but as a cultural collaborator.
I personally saw the impact and global reach that authentic culture alignment gave to Adidas. My father, an entrepreneur in Zambia in the early 2000s, was influenced by the Adidas tracksuit. He loved fashion, and even as a businessman running a logistics and shipping company, he connected with Adidas because it symbolised confidence and aspiration. Adidas reached him through Hip-Hop's global influence and culture. That’s how far authentic cultural connection travels. It transcends borders, inspires, shapes identities, and drives sales.
Adidas in the 2010s: Reinvention and Community
In the 2010s, Adidas moved from heritage to reinvention. In the UK, grime exploded, and Stormzy became one of its most important voices. He proudly wore Adidas tracksuits on stage, even launching his own adidas Originals SPRT line in 2018 that reworked archive designs for a new generation. For young Black Brits, Adidas became a symbol of belonging.
Globally, collaborations with Pharrell Williams (Human Race line), Kanye West (Yeezy), and Beyoncé (Ivy Park) reshaped consumer perception. These weren’t shallow endorsements; they were partnerships that communities trusted.
Adidas also made meaningful investments. Stormzy’s #MerkyFC initiative with Adidas created opportunities for Black youth in sports and creative industries. This wasn’t just marketing; it was community impact, and it showed that giving back to culture strengthens longevity and global relevance.
Adidas in the 2020s and Now: Superstar “The Original” Campaign
Fast forward to the present time. Adidas has launched Superstar: The Original, a campaign tying past and present. Featuring Run-DMC, Missy Elliott, Stormzy, Jennie (BLACKPINK), and Anthony Edwards, it reintroduced the Firebird tracksuit and Superstar sneaker as timeless icons.
Seeing Run-DMC, Stormzy, and Missy Elliot, artists from different eras but united by authenticity, proves once again that Adidas’ authentic connection to culture makes it historic and memorable, reinforcing both longevity and global relevance.
Adidas Sales Data: Culture Driving Business
Decade | Cultural Moment | Estimated Impact/ Sales |
1980s | Run-DMC’s My Adidas (1986) | $1.6M endorsement; Superstar sales spike ~500,000 pairs; tracksuit demand explodes |
1990s | Tupac, Eazy-E, Snoop Dogg, and Oasis | Adidas tracksuits and Superstars dominate youth/music culture; exact figures not publicly disclosed |
2000s | Missy Elliott and Jeremy Scott collaboration | Reissued Superstars and tracksuits see global resurgence; cultural pull expands into new markets |
2010s | Stormzy launches adidas SPRT; Pharrell, Kanye, Beyoncé collaboration | Kanye West’s Yeezy generates $1.5B revenue by 2022; Ivy Park reportedly $200M in first season; Stormzy collection sells out in 24 hours |
2020s | Superstar “The Original” campaign | Firebird tracksuit and Superstar revived as timeless icons, sparking new global demand |
Conclusion: Adidas and Timeless Cultural Impact
Adidas has proven that an authentic cultural connection creates longevity and global relevance. Run-DMC didn’t just boost sales; they embedded Adidas into Hip Hop identity. In the 90s, Tupac, Eazy E, and Snoop kept the momentum alive. In the 2000s, Missy Elliott pushed it further. In the 2010s, Stormzy, Pharrell, Kanye, and Beyoncé redefined it. Today, Stormzy, Missy Elliot, and Jennie stand together in campaigns proving the tracksuit and Superstar remain powerful cultural symbols.
For the current industry, the lesson is clear: when brands truly connect with culture, not superficially, but authentically, they don’t just stay relevant. They become timeless and globally impactful.
To understand how you can harness the power of authentic cultural connection for your brand. Contact us at enquiries@kintsugicreative.co.uk. Let’s collaborate to create relevance, impact, and longevity through genuine engagement with culture.