CHAPTER 4: THE HUSTLE IS A CALLING!

Excerpt from the book "Her Hustle is Holy^TM: The Glow-Up Guide to Starting a Business—God's Way." Click here to purchase your copy!

Nike was my dream job and my worst nightmare! My tenure began in the mid-nineties when Nike was a thirty-year-old company, during a time of rapid growth. Riding high off the mainstream popularity of hip-hop artists and sports athletes, Nike grew from $2 billion in 1990 to nearly a $10 billion by the century’s end.

It was a time of Nike athletes—such as Michael Jordan, Charles Barkley, Anfernee “Penny” Hardaway, Bo Jackson, Ken Griffey Jr., David Robinson, Tiger Woods, and honorary homeboy and bad boy, Andre Agassi—as a couple of standouts. However, a groundbreaking moment was Sheryl Swoopes, who, with the 1995 release of her signature shoe, Air Swoopes, became the first female athlete to have a Nike shoe named after her. That’s that Black girl magic! The kind of magic that can’t be boxed, copied, or dimmed.

From the burbs to the hood, networks like MTV (Yo! MTV Raps, TRL, Top 20 Countdown), VH1 (Pop-Up Video, Behind the Music, Storytellers), and BET (Video Soul, Rap City, 106 & Park) turned television screens into cultural billboards. From high-top fades to fresh kicks, these shows didn’t just play music—they sold a whole lifestyle, and life and culture became the gospel according to MTV, VH1, and no doubt, BET.

The collaboration between Run DMC and Adidas in 1986 made history, thanks to their single, “My Adidas.” It was the first time any music group—across all genres—locked in a high-profile sneaker deal, landing a $1.6 million endorsement contract with Adidas. That’s peanuts compared to the endorsement deals of today; however, you can’t think of Run DMC without thinking of the iconic Adidas tracksuits and three-striped Adidas Superstar sneakers they made famous. Remember those thick gold chains they wore, too? This was a pioneering deal between rap artists and a fashion brand that blazed a trail for celebrity endorsements to come—from hawking footwear to food and everything in between!

Adidas also teamed up with Missy Elliott in 2004 for a brand collab, heavily influenced by the Run DMC style, and most recently in 2025 with the 20-year celebration and rebirth of the Superstar: The Original. But yo, where can I cop that sparkly, three-stripe sweatsuit or sneakers? Is it diamonds or nah?

Nike Air Force 1 and Brand Jordan were also at the cutting edge and forefront of mainstream, modern-day athletic and celebrity endorsements. First released in 1982, the Air Force 1 became the first basketball sneaker to utilize Nike’s groundbreaking Air cushioning—changing the game both on and off the court. What started as a high-top basketball shoe, Air Force 1 morphed into a lifestyle brand, fashion statement, and cultural influence within the hip-hop community and on every street corner. The rapper Nelly might argue that the release of his 2002 hit, “Air Force Ones,” had something to do with it! Whatcha’ll think? Hip Hop’s influence undeniably amplified the culture, and like it or not, Nike knew how to ride that wave.

Similarly, Brand Jordan and the launch of Air Jordan would have the same influence. Who didn’t want to be like Mike? But leave it to Nike to continue to push the envelope and expand beyond hip-hop. In 2001, Brand Jordan signed saxophonist Mike Phillips—who happens to be my nephew through marriage—making him the first musician on the company’s payroll and marking Nike’s expansion into the music world. Now, where can I cop those Louis Vuitton Air Force 1s and diamond-crusted Air Jordans?

All of this highlights an invaluable business lesson on celebrity endorsements and brand collaborations as a marketing strategy to increase sales and brand recognition. It also highlights the influence of pop and hip-hop culture on setting trends, making money in the marketplace—AND my love-hate relationship with Nike.

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Sis, you’ll definitely want to know more about my Nike experience—and how the pressure activated my calling. To read more about it and about the call of entrepreneurship on your life, click here to purchase your copy of the book "Her Hustle is Holy^TM: The Glow-Up Guide to Starting a Business—God's Way."