In 1986, Aerosmith’s Steven Tyler smashed his microphone stand through a plywood wall on a shared music video set with Run-DMC. The moment did far more than merge rock and hip-hop. It shattered cultural boundaries.
For Darryl “DMC” McDaniels, it marked the point where the trio permanently altered music, culture, and branding.
“It didn’t just change music, it changed everything.”
That collaboration, Walk This Way, left a dent in popular culture that is still visible today. But it was only one of many groundbreaking moves for Run-DMC. Decades later, the mindset behind those moves feels more relevant than ever, especially for retail and business leaders navigating disruption.
During a live conversation at RetailSpaces, McDaniels sat down with founder Michael P. Owens to talk about creativity, purpose, and and how to build something new that truly stands apart.
“Don’t come to be part of the game, come to be the game!”
“That’s important when you go into anything. I don’t care what it is — music, business, arts, design, manufacturing… Anything!”
The Race to Remarkable
McDaniels’ perspective lands squarely in the middle of the challenges facing retail today. Winning consumer attention is harder than ever, and coasting on the status quo is no longer an option.
As Owens noted during the discussion, brands are competing in a landscape where sameness is everywhere. The rise of experiential retail spaces that sell no products at all is just one sign that the old playbook is being rewritten.
For designers and business leaders, that pressure can feel overwhelming. McDaniels sees it differently.
“As complete as you think everything is, there’s still something that can be done new or done a different way.”
Run-DMC’s rise proved that originality can both disrupt and propel an entire industry.
“We proved it’s possible to do things in any industry, any business, any art form or any form of presentation or creativity.”
Crafting a Legacy the Lasts
Run-DMC’s influence is impossible to miss. Beyond pioneering the mashup with Aerosmith, they were the first rap group to appear on mainstream radio, MTV, and the cover of Rolling Stone. They earned the genre’s first Grammy nomination, achieved multi-platinum status, and were inducted into the Rock and Roll Hall of Fame in 2009.
But their most enduring achievement may be the brand they built offstage.
The group’s simple, unmistakable logo remains everywhere today, from skate parks to toddlers’ onesies, a symbol that transcended music, race, and genre.
“We didn’t want a logo that was just going to mean hip-hop. We didn’t want a logo that was just going to represent black people. We didn’t want a logo that just meant music. We wanted a logo that resonated with everybody and meant everything we represent.”
For retailers, it’s a reminder that the strongest brands aren’t narrow. They’re inclusive, emotional, and instantly recognizable.
Purpose, Positivity, and Authenticity
What Run-DMC represented was also a sharp departure from the dominant tone of rap culture at the time.
“I’m not the King of Rap. You see rap nowadays right? It’s negative, it’s disrespectful, all anyone does is fight on Twitter.”
McDaniels believes the group’s success came from a deliberate decision to empower rather than alienate.
“We had a purpose in our creativity." The reason we were able to do what we did is our music was positive, it was inspirational and it was motivational. We knew that was a stronger force than rhyming about negativity.”
That sense of purpose, he told Owens, is critical for any brand trying to build trust and longevity. But it only works if it’s real.
“Your presentation, your demonstration, and your execution have to be sincere.”
Creating a Movement: The Adidas Moment
Whatever Run-DMC was doing, it resonated deeply with fans. But they weren’t the only ones paying attention.
At Adidas headquarters, executives were baffled by a sudden surge in sneaker sales. Unaware of Run-DMC’s song My Adidas and the cultural movement forming around it, the company struggled to understand what was happening.
“Rumour has it there was an intern at Adidas who spoke up in a meeting and told them what was going on,” McDaniels recalled.
“Their response to him was ‘Young man. First of all. What the hell is hip-hop? And what the hell is a Run-DMC?’”
To investigate further, Adidas sent Angelo Anastasio, the company’s head of marketing, to see Run-DMC perform live at Madison Square Garden in 1986.
While performing My Adidas, McDaniels took off his sneaker and held it high in the air. In response, thousands of fans in the sold-out arena raised their own Adidas shoes, chanting along.
"Angelo ran back to Adidas… ‘It’s true! It’s true! It’s really happening!’ About a week later, they called and said they were going to give us a million-dollar sponsorship deal and free Adidas for life.”
“We became the first non-athletic entity to get an official endorsement deal with a major apparel company.”
That moment created a blueprint for modern brand partnerships, influencer marketing, and cultural alignment that still dominates advertising today.
“I am the reason Yeezys get sold!”
McDaniels also explained what inspired the song in the first place.
“The first thing a drug dealer would do when they got some money was go buy new sneakers, jewelry, cars, and all that. But also on that street corner was me. I went to St John’s University, and I rocked Adidas too.”
“We wanted to give a voice to all the young people who were being considered something negative just because of the way they looked.”
The Work Continues
It has been more than a decade since the last Run-DMC album, but McDaniels continues to focus on impact beyond music.
After struggling with depression, he wrote 10 Ways Not to Commit Suicide to help others and reduce the stigma around mental health, especially in the wake of losses like Chris Cornell and Chester Bennington.
“I wrote the book so we can listen to people. There’s nothing wrong with a person saying they want to kill themselves. What’s been wrong all these years is how we react to that.”
“Therapy was the best thing I ever did in my life.”
A Run-DMC Revival?
When Owens asked whether a Run-DMC reunion was possible, McDaniels was candid.
“I just saw an interview with Hall and Oates. They’re still doing shows like me and Run (Joseph Simmons), but they said they can’t make a record because the purpose of which they came together has been satisfied.”
DMC performing at the RetailSpaces Carnival later that evening
Run-DMC may no longer be releasing new music, but the message endures.
“Whatever you do in life, there are going to be obstacles and doubters. But there’s always something you have — a gift, a skill, a talent or even a hobby — that was given to you for a bigger purpose than you even know about.”
At first glance, advice from a hip-hop legend might not seem like an obvious guide for retail leaders. But in times of disruption, the most valuable lessons often come from those who have already rewritten the rules.
Watch the full conversation with Darryl ''DMC'' McDaniels below...
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