For the record, DMC were not sponsored or incentivized by adidas until well after the song was produced and distributed. Basically adidas jumped on an existing trend.
Let’s go with another example “freek a leek” a popular southern rap club song that never crossed over. He even admitted it. “Now I got to give a shout out to Seagrams Gin, cause I'm drinkin' it and they payin' me for it.”
This has been going on forever in hip hop.
https://www.theguardian.com/media/2005/jul/11/mondaymediasec...