Freshness Presents: The Three Kings Trailer

By - April 1st, 2011
Freshness Presents: The Three Kings Trailer

Rev Run may be the most influential non-athlete sneaker endorser in the world. In the late 80’s, as part of the legendary Run DMC, Rev Run and his group mates released the hit “My adidas,” which led to the group signing a $1.6 million dollar endorsement deal with adidas. That endorsement lead to the adidas Superstar sneaker becoming a pop culture phenomenon with sales that reached the hundreds of millions – or perhaps even into the billions. Then in the late 90’s, when brother and mogul Russel Simmons started working on the Phat Farm Phat Classic sneaker, Rev Run was once again called to be the celebrity endorser. The Phat Classic sneaker became another successful pop culture mainstay, and it enjoyed sales nearing the $1 billion mark. Now in the 2000s, after a chance meeting, Rasheed Young was introduced into the ‘Run’ family, and from this meeting Run Athletics was born. And from Run Athletics, the next generation of footwear endorsements was created under the ‘Run’ family. Daughters Angela and Vanessa Simmons, and son Diggy Simmons are now the face of and run sneaker brands Pastry and Chiv Culture. Pastry also became a huge hit with revenues grossing in the $200 million range; the latest brand Chiv Culture is poised to become another promising run away hit. With the Phat Classic, Run Athletics, Pastry and Chiv Culture, one man can be credited with getting them off the ground: Solomon Dabah, the President of the Vida Group. Freshness recently caught up with Rev Run, Rasheed Young, and Solomon Dabah, to talk about building this footwear empire, in the two-part mini-documentary “The Three Kings”. Check out the trailer above,  a few behind the scenes photos below, and be on the look out for Part 1 of The Three Kings.

Freshness Presents: The Three Kings Trailer

Freshness Presents: The Three Kings Trailer

Freshness Presents: The Three Kings Trailer

Freshness Presents: The Three Kings Trailer

Freshness Presents: The Three Kings Trailer

Freshness Presents: The Three Kings Trailer

Freshness Presents: The Three Kings Trailer
3 comments
Uc
Uc

Still waiting. It's way past April 16th.

Trudy
Trudy

I'm really excited to see the documentaries. Know when ever likes to talk about how, you always hear about what it is. It will be nice to learn how things came to be.

ShockExchange
ShockExchange

Loved the video and collab between Freshness and Rev Run. Rev, if you wanna stay hot and relevant, attend Shock Exchange Comes to Harlem, April 22-23 at Columbia University >> www.clicky.me/ShockExchangeComestoHarlem2010 . . . We have the "Shock Exchange Comes to Harlem" Tees, hoodies, hats and would also welcome the opportunity for you, Chiv Culture, Patries, et al to advertise your brand to thousands of fans and participants in an Ivy League environment. Get at us.