1986, USA: marketing companies understand the market potential of urban youth. Run DMC became the standard bearer of the brand Adidas posing in their music video with sneakers brand with 3 stripes. Nike will follow suit with his stroke of genius on Michale Jordan. Beyond the purely marketing, this new tendency is for the first time the importance of consumers of color left behind for decades. At that time, they become exploitable niche for entrepreneurs.
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