adidas – DMC Darryl Makes Comics

Darryl Makes Comics. Darryl Wears adidas. Premier Builds the Kit.

Darryl McDaniels is best known as the “DMC” of Run-DMC, one of the most influential hip-hop groups in history, founded in 1981. More than 30 years later, he returned to a lifelong interest, and started his own comic book line. In all that time, one thing never changed: his love of adidas.

To commemorate the launch of his latest release at NYC Comic Con, he and adidas wanted to do something special for their fans, so they made a custom superhero sneaker.

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Now all they needed was a box to contain the treasure. Premier Press partnered with design firm Happylucky to create a seeding kit that would hold the sneakers and also act as storage for the collectible comic books. That’s called branding with a long shelf life.

The box is a treasure in itself. The top of the lid has the DMC logo debossed in a custom-painted metallic gold, and printed with a smaller DMC logo. We printed the outer sides and inner cavity with DMC’s vibrant comic book artwork, and fitted the box with a gold, custom-painted shoe divider.

Resting on top of the shoes, DMC issue #4 is housed in a clear acrylic case screen-printed with gold copy. Finally, we wanted the whole thing to be sturdy and portable, so we chose plywood with cut-out handles. Clever. Stylish. Timeless. Like Darryl.