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Fila Fashions


Carl

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The '80s were an interesting time for Fila sportswear. Their tracksuits were the default outfits for rappers - comfortable, affordable, easy to clean - and by that decade's fashion standards, stylish.

With a minimal investment, the company could have kept rappers in their gear well into the '90s, but when Run-DMC signed a deal with Adidas, they ceded the market in the same way Converse got trounced by Michael Jordan and Nike. To understand just how much caché Fila had with early rappers, consider the Fila Fresh Crew, a group named after the brand. One member of this Crew: future Dr. Dre crony The D.O.C.

Fila did have a small presence in the rap world, however. They sponsored Wham!, who had a hit with Wham Rap!. The result is seem below in a split screen with one of the Filafilliated old schoolers, Steady B.

Fila did sign a deal with Nas in 2008, probably for much more than it would have cost to sponsor Steady.

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