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.