If you love adidas’ collaborations, you have Run DMC to thank. Their 1986 release 'My adidas' was a tribute to hard-working people in struggling neighbourhoods and their love for their sneakers. Although it took another 27 years for the adidas x Run DMC shell-toe Superstars to hit the streets, it was the forerunner of all adidas collabs – adidas x Palace skateboards, classic adidas navy sneakers with three white stripes on the sides; adidas x Opening Ceremony that included cream leather Stan Smiths; and, of course Kanye's adidas Yeezy Boost. Among adidas's brand ambassadors have been Muhammad Ali, David Beckham and Lionel Messi, and Wayde van Niekerk wears adidas when breaking world records on the track. (Not bad for a company started in 1924 in a small town in Germany by one Adi Dassler. Get it? Adi Dass-ler. adidas.) For the adidas Original campaign starring Kendall Jenner, Playboi Carti, 21 Savage, Young Thug and James Harden, the company chose South African director Terence Neale to bring together their unique brand of lifestyle, music and sport. Neale, in true adidas fashion, said of the gig, 'Nothing comes easy but South Africans understand the hustle. You just need to keep pushing’ – or, as the adidas slogan says, you got to be 'all in’.