Def Jam. The two words have been synonymous with a culture, a style and music. Beginning in a college dormitory room 25 years ago, Russell Simmons and Rick Rubin wanted to introduce the world to new music – hip hop music. Rubin had been busy producing rock records and Russell had helped launch his brother’s group, Run DMC. The first releases with Def Jam Recordings catalogue numbers were by LL Cool J and the Beastie Boys. Not a bad start. Then came EPMD, Slick Rick, Public Enemy, the film Krush Groove and the list goes on. Def meant cool, hip, stylish and Def Jam made the music that went with that attitude. That was the beginning.
The second coming of Def Jam began with acts like Method Man, Redman, Ludacris, Ashanti, and of course Jay-Z and Kanye West. Def Jam is a real living thing. It still stands for cool, hip, stylish music and culture.
adidas has been there from the beginning as the brand of choice for Russell, Run DMC, LL, The Beastie Boys and everyone that surrounded them. There has always been an unmistakable link between their music and culture and the trefoil and 3 stripes. Now adidas is officially collaborating on a collection of footwear and apparel, bringing to life our linked DNA.
If you’re in the US, adidas Originals is offering you a chance to enter-to-win a Def Jam sweepstakes and play an online contest with a grand prize trip to New York. To enter visit: www.adidas.com/originals
Also, Jeezy will be appearing at the Atlanta Originals store on August 9th.