{"id":7078,"date":"2022-09-13T10:53:46","date_gmt":"2022-09-13T08:53:46","guid":{"rendered":"http:\/\/52.30.207.235\/adidas-campus-the-best-stories-are-yet-to-come\/"},"modified":"2024-02-22T12:46:09","modified_gmt":"2024-02-22T11:46:09","slug":"adidas-campus-the-best-stories-are-yet-to-come","status":"publish","type":"post","link":"https:\/\/blog.footdistrict.com\/en\/adidas-campus-the-best-stories-are-yet-to-come\/","title":{"rendered":"ADIDAS CAMPUS: THE BEST STORIES ARE YET TO COME"},"content":{"rendered":"

Forty years ago, adidas launched a tennis silhouette that, beyond its initial mission, would become the favourite trainer of several generations of subcultures and urban tribes during the 80s and 90s. With the release of the adidas Campus “London” and “Paris”, the brand with the three stripes brings the legend to a new audience that still has many stories to live and tell.<\/strong><\/p>\n

There was a time when the big sports brands were devoted to just that: manufacturing footwear and clothing for training or competition. It was a very different time from today when, at the same time, new musical styles, aesthetic trends and human groups were emerging that defined the cultural moment in which they found themselves. <\/span>It was the second half of the 1970s and young people were rebelling<\/strong> more than ever against previous generations.<\/span><\/p>\n

Members of these subcultures defined themselves by adopting items that served to underpin their personality, as opposed to the more traditional approaches of previous generations. Thus, the wearing of clothing intended for professional or specific activities became a phenomenon with no turning back.<\/strong>  <\/span><\/p>\n

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It happened with Dr Martens<\/span><\/a>, work boots with reinforced toecaps used in UK factories before jumping onto the streets on the feet of punks and skinheads in the 70s and 80s, and grunges and alternatives in the 90s. Or with the Nike Dunk, the legendary basketball silhouette that made the leap from the parquet of NBA courts to the asphalt of streets all over the world. Of course, it also happened with adidas <\/span><\/a>which plays a fundamental role in this story.<\/span><\/p>\n

Run-D.M.C.: when the world’s most famous rappers swapped the Superstar for the Campus<\/strong><\/p>\n

If we travel back to the New York of 1983, we see that the street has been taken over by young people, mostly of African-American descent, who listen and dance to a strange music of pounding rhythms and elaborate rhymes, and dress radically differently from their older brothers. The silk shirts, bell-bottoms and Cuban-heeled ankle boots of 1970s disco-era flamboyance have given way to Kangol <\/span><\/a>caps, Puma <\/span><\/a>tracksuits and adidas trainers. Hip hop has arrived and, with it, the explosion of the sneaker and streetwear phenomenon. <\/span>The “culprits” have a name: Run-D.M-C.<\/strong><\/p>\n