Supa-dupa-fly with Missy Elliott & adidas

RESPECT. That’s what hip-hop was born out of over 25 years ago. Now, best-selling emcee Missy Elliott, in association with adidas Originals, brings this message to the sportswear market, with her new line, RESPECT ME.

RESPECT ME features footwear, apparel and accessories that blend adidas’ street history and sports style with Missy Elliott’s personality, flare and originality. RESPECT ME also showcases a camouflage print based on Missy’s lips and eyes that adidas hopes will become a trademark for the collection.

Missy and adidas believe the lines distinct message of positivity and empowerment, will appeal to Missy’s core fan-base and the larger urban women’s market. The collaboration, is adidas’ first link-up with an entertainment artist since their 1986 collaboration with hip-hop icons, Run DMC.

The collection has three competitive components: Bass, Rhythm and Remix, targeting different looks and distribution channels, with sizes that range from XS to 2XL, for women of all sizes.

A percentage of the sales from the RESPECT ME line benefit Break the Cycle, an innovative non-profit organization whose mission is to end domestic violence by working proactively with youth. Missy, the national spokesperson for Break the Cycle, has pledged to raise $5 million for the organization via industry contacts and cause related marketing initiatives.

Missy’s determination to put hip-hop back on the positive path is undisputable. “I do believe when you reach a certain status in this business, you’ve got to be positive. You have to remember you are a role model,” she says.

For information on Break the Cycle please visit: www.breakthecycle.org.

This story was originally published 27 September 2004 in VERBALISMS Magazine.