Just For Kicks
There is a recent commercial for Puma in which singer Paolo Nutini performs his hit “New Shoes” to shill the product. This ad inspired us to think about even more explicit backings of shoe brands through music. Whether it reflects diehard loyalty or audio product placement, musicians often have very close relationships with their footwear and are not afraid to sing about it. Let’s look at some of the more engaging entries in the canon of shoe anthems.
Run-D.M.C. - “My Adidas”
Talk about brand allegiance! When Run-D.M.C.’s massive third album, Raising Hell, debuted in 1986, the group quickly ascended to hip-hop royalty. Besides prominently sporting the Adidas brand in videos and live appearances, the third track on this monster record was an ode to the greatness of their shoes. The only surprising thing about this tune is that Adidas does not currently mine any of the dope lyrics in their advertising campaigns: “Me and my Adidas do the illest things /
We like to stomp out pimps with diamond rings /We slay all suckers who perpetrate.” Sign me up!
“My Adidas”: Download
The Suicide Machines - “Vans Song”
Released in 1996 by explosive ska-punkers The Suicide Machines, this tune has achieved mythical status in the skateboarding scene. Perhaps it is because there are enough counter-culture affirmations to fill thousands of poetry-scrawled notebooks, from “Worship Jeff Spicoli not Chris Cornell” to “Someone will probably tell you that they’re not in trend / Just tell them that’s the reason why you don’t have any friends.” After this track, it was heretical to wear any other kicks in the pit.
“Vans Song” fan video:
Korn - “A.D.I.D.A.S.”
Even though it made sense for Korn to commemorate their preferred stage footwear with a rockin’ tune, this is surely the strangest song on the list. In 1997, the band took their brand fetish one one step further than the rest and expressed it in the form of the schoolyard acronym “All Day I Dream About Sex.” Its questionable how much Adidas appreciated the dark sexual anthem, but hey, there’s no such thing as bad publicity, right?
“A.D.I.D.A.S.” video:
Nelly - “Air Force Ones”
A hip-hop phenomenon emerged with this 2002 product placement-laden song and video. Granted, Nelly and his crew took liberties to add their own St. Louis flair to the proceedings by substituting their trademark “err” for “air.” Although the whole shebang reeked of financial backscratching, it sure was danceable. Plus, on the subsequent tour for his sophomore album Nellyville, the rapper would frequently take off his shoes after performing the tune and throw them into the crowd, simultaneously offering the grossest and coolest souvenir ever.
“Air Force Ones” video:
The Pack - “Vans”
This 2006 single from Bay Area snap rappers The Pack became an underground anthem due to its hip rhymes and beat-heavy minimalism. Turning said shoes into the new rap must-have was a logical progression after seeds were planted by skaterats such as Pharrell and Lupe Fiasco. As if this song needed to be any cooler, it begs for the invention of a Crayola color of “coke white.”
“Vans” video:
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