Over 13 years after Jam Master Jay’s unsolved murder, Adidas is paying tribute to the late great DJ once again with the forthcoming release of its “Superstar” sneaker.
The special edition sneaker, scheduled for release on Jan. 21, 2016 (what would have been the musician’s 51st birthday), is resemblant of the famed brand’s Pro Model shoe which made its debut earlier this year. Pro Model, also designed in Jay’s honor, featured “Jay” inscribed on the shoe’s tongue, heel and box, much like Adidas’ pending “Superstar” release.
Jay, real name Jason Mizell, along with his high school friends and group members Joseph “Run” Simmons and Darryl “D.M.C. McDaniels, popularized and helped close the gap between fashion and hip-hop culture.
The “My Adidas” collective did so in such a successful manner, that they earned rap’s very first endorsement deal when they signed with the longstanding shoe company in July of 1986. The unprecedented brand merger occurred when the trio invited Adidas executive Angelo Anastasio to their performance at Madison Square Garden.
There, thousands of concertgoers lifted their shelltoes in the air per the group’s request which led to a $1 million deal for the trio that included their own line of footwear.