Being there for some of the first artist endorsements (the most notable of all being Run-DMC inking a deal with Adidas), Russell Simmons knows a few things, not only about brand power but how integral hip-hop culture is in terms of buying power and increasing the growth of certain companies across the globe. After spending some time on Sway in the Morning during SXSW, Simmons spoke with the Nice Kicks family to discuss the deal that changed everything, Kanye’s new deal with Adidas and more.