Food for thought: Chef Todd Richards says soul food is the equal of haute cuisine He’s working with Ludacris and just won a major Cookbook of the Year award

Chef Todd Richards is on a mission, both inside and outside the kitchen, to ensure that soul food is appreciated as exquisite cuisine.

“Soul food will always be the greatest part of American cuisine,” Richards said. “But we’ll go to someone else’s culture, eat their food and make no complaints. Culturally, we can no longer do that. Our food is the most vibrant part of what we have to do. It’s up to us to command respect for our food.”

The self-taught chef’s debut cookbook/memoir, Soul: A Chef’s Culinary Evolution in 150 Recipes, was recently named American Cookbook of the Year by the International Association of Culinary Professionals.

Richards is the culinary director of Jackmont Hospitality, the company that oversees two restaurants at Atlanta’s Hartsfield-Jackson International Airport: Chicken + Beer, owned by Grammy-winning rapper Ludacris and named after his 2003 album, and One Flew South, which bills itself as the first “upscale” establishment at the world’s busiest airport.

Eric Vitale

“I wanted to make sure our stories are being told to inspire different generations coming forward,” said Richards, 47. “You have a cuisine that is the backbone to American culture, but you don’t find it in every single neighborhood in every part of the country.”

Richards is the culinary director of Jackmont Hospitality, the company that oversees two restaurants at Hartsfield-Jackson Atlanta International Airport: Chicken+Beer, owned by Grammy-winning rapper Ludacris and named after his 2003 album, and One Flew South, which bills itself as the first “upscale” establishment at the world’s busiest airport.

“To have an album like Chicken-n-Beer that’s inspirational, generational, and also represents Atlanta gives me great inspiration to go in there and cook the best food because I’m not only representing myself,” Richards said. “I’m representing one of the most successful artists in the world while representing a city that is the mecca of culture. Everyone comes here to understand black culture.”

The two-time James Beard Award semifinalist for best chef: Southeast also oversees Richards’ Southern Fried, a restaurant located east of downtown in Krog Street Market. There, he fuses soul food with other global cuisines via items such as collard green pho, hot chicken macaroni and cheese, and a chicken sandwich topped with pimento cheese and chow chow.

“I talk to us, black people, first because if we’re not proud of our food, then none of this makes any sense. I can’t expect someone to be proud of our food if we’re not proud of it ourselves.” — Todd Richards

The Atlanta-Journal Constitution’s reviewer praised Richards’ Southern Fried as “very delicious, beautifully brined, crispy-skinned and obsession worthy.” Garden & Gun said Richards’ staple offering is “the best hot chicken in Atlanta.”

Richards sees no difference between preparing soul food and fine dining. He prefers to marinate his meats over a span of days. Time and patience, he says, are essential for preparing quality dishes and matching them with comparable price points. Black-owned restaurants, he adds, should never be frugal when selecting food items.

“It changes the narrative of what black food is,” he said. “It’s a technical-driven food that should not be considered as cheap. Why shouldn’t it have the same ransom as duck confit? If you think about technique, they’re absolutely the same.”

Richards moved to Atlanta from Chicago in 1993 and landed a job as a butcher at a Kroger grocery store. He later became a line cook at Blue Ribbon Grill, where he was introduced to his mentor, Four Seasons Hotel executive chef Darryl Evans. Richards did stints at The Ritz-Carlton hotel chain and helped the Oakroom at the Seelbach Hilton restaurant in Louisville, Kentucky, earn a AAA Five Diamond Award.

Richards then worked at a number of restaurants in the Atlanta area. A contestant on Food Network’s fifth season of Iron Chef America, he says that each job in a restaurant contributes to its long-term success.

“People think being a dishwasher is the worst job in the restaurant,” Richards said. “It’s actually the most important job. They’re in charge of cleanliness and sanitation. If I don’t have a clean pot to cook in or plate to put it on, then the restaurant doesn’t function. What they do is not menial labor.”

Cedric McCroery, the chef de cuisine at One Flew South, said Richards inspired him to look at cooking as a form of storytelling. “Sometimes the story is obvious,” McCroery said via Facebook. “Sometimes it’s meant to be realized in combination of flavor, taste and presentation. That lesson inspired me to refocus.”

Richards’ cookbook/memoir, “Soul: A Chef’s Culinary Evolution in 150 Recipes,” was recently named American Cookbook of the Year by the International Association of Culinary Professionals.

Richards’ next project is to revamp Anderson’s Old Fashion Bar-B-Q in southwest Atlanta’s Florida Heights community. The effort is rooted in his relationship with his deceased father, who taught him how to prepare barbecue. He is also aiming to reinvigorate black food culture in a community with limited meal options beyond fast food.

“Fine dining is in my brain, but barbecue is in my soul,” he said. “Legacy is probably one of the most important things. Everybody wants it. Every culture has something in every single neighborhood except for us.

“I talk to us, black people, first because if we’re not proud of our food, then none of this makes any sense. I can’t expect someone to be proud of our food if we’re not proud of it ourselves. We cannot make our food cheap. We are people that have had the harshest conditions to grow some things, but it’s the most delicious food.”

Richards refers to his work inside and outside the kitchen as “black excellence” and believes it’s his duty at this stage of his career to empower the next generation of culinary professionals from marginalized communities.

Joshua Lee, Chicken+Beer’s executive chef, attests to Richards’ mentorship. “I really admire his work ethic and his drive to push others,” he said via Facebook. “He’s very dedicated to bringing light to soul food cuisine, very hands-on, and clear-cut when it comes to assuring that everyone understands his vision.”

“Who’s coming after me?” Richards said. “It’s easy for me to show up, but the Joshua Lees and Cedric McCroerys of the world are working with me and following me. I get to affect the minds of a lot more people, take young people and find out what’s really great about them.

“They got it after this. They have to go out and make their own legacies so that the traditions that we forged in this country can continue.”

World Cup champion Megan Rapinoe helps continue Nipsey Hussle’s marathon Charismatic, defiant and independent, the U.S. women’s team is hip-hop

Just hours after the U.S. national team captured its second consecutive Women’s World Cup with a 2-0 victory over the Netherlands, forward Megan Rapinoe, winner of the Golden Ball for best player in the tournament, took to Instagram quoting Nipsey Hussle’s rallying cry:

“Ain’t really trip on the credit, I just paid all of my dues I just respected the game, now my name all in the news,” Rapinoe wrote. “Trippin’ on all of my moves, quote me on this, got a lot more to prove.”

The caption, from the Victory Lap standout “Hussle & Motivate,” eloquently summarized both the late rapper’s untapped future and the upward battle Rapinoe and her teammates continue to face as female athletes in a society that requires them to play for less than their worth.

The truth of the matter is the U.S. women’s national team is hip-hop. Their swagger? One-of-one. In a matter of weeks, Rapinoe, Alex Morgan & Co. became the international version of the 1980s Miami Hurricanes. They were bullies, lovable antagonists who walked with a bop and played with a peerless cockiness. They ran the score up and bathed in the tears of thin-skinned critics. They toasted their 2-1 victory over England in the semifinals to Crime Mob’s “Rock Yo Hips.” Rapinoe defiantly refused to visit the White House — even before winning the tournament.

Most importantly, though, the U.S. women did so without sacrificing what made them the most dominant soccer team in the world. And they did it understanding the battles for fair treatment that they face at home, which often are relegated to back-page news.

It’s why the lyrics Rapinoe quoted matter. And why it mattered that she was the one quoting them. Rapinoe is a face of social justice in sports, a hero to the LGBTQ community and one-half of sports’ most accomplished power couple, along with WNBA player Sue Bird (who came to her defense after President Donald Trump’s response to Rapinoe’s White House comment).

The World Cup champions are suing the U.S. Soccer Federation for appropriate compensation. The crowd in France was chanting, “Equal pay!” on Sunday after the team’s victory — a reminder of the reality that lay just beyond the euphoric accomplishment. Last week, FIFA president Gianni Infantino announced that the 2023 Women’s World Cup prize money would double from $30 million to $60 million. In comparison, the men’s prize pool sits at a gaudy $440 million for the Qatar World Cup in 2022. Rapinoe scoffed at the financial insult.

“It’s certainly not fair,” she said during a news conference on July 6. “I think everyone is ready for this conversation to move to the next step. I think we’re done with the ‘Are we worth it? Should we have equal pay?’ … Everyone is done with that. … Let’s get to the next point of what’s next, how do we support women’s federation and women’s programs around the world.”

Megan Rapinoe (right) kneels during the national anthem before a match between the United States and the Netherlands at the Georgia Dome on Sept. 18, 2016, in Atlanta. Rapinoe was the first white athlete and first woman to follow the lead of former San Francisco 49ers quarterback Colin Kaepernick by kneeling during the anthem.

Photo by Kevin C. Cox/Getty Images

Rapinoe, too, will always be linked to exiled NFL quarterback Colin Kaepernick. As the former Super Bowl signal-caller protested systemic oppression against black and brown men and women in America by kneeling for the national anthem in 2016, it was Rapinoe who became both the first white athlete and the first woman to follow his lead.

So when she decided to quote Hussle on Instagram, it felt authentic. Rapinoe saw portions of her marathon in Hussle’s.

Sports were an integral part of Nipsey’s life. He was a regular fixture courtside at Lakers games. (“Courtside Chamberlain throwback match my Rolex,” he flexed on “Blue Laces 2.”) During the final hours of his life, Nipsey was in Anaheim, California, celebrating Texas Tech’s Final Four berth with a family friend. The outpouring of support from athletes such as LeBron James, DeMarcus Cousins, James Harden and others after his death was massive, including Russell Westbrook’s exultant 20-20-20 triple-double, a nod to Hussle’s Rollin 60’s Neighborhood Crips.

Like luminaries such as Ice Cube and the late John Singleton, the businessman, philanthropist, activist and rapper affectionately dubbed “Neighborhood Nip,” brought South Central to the world’s doorstep. Hussle preached the value of integrity, and why maintaining it was vital for the upkeep of a (wo)man’s soul.

Rapper Nipsey Hussle attends the first annual YG and Friends Daytime Boogie Basketball Tournament at the Shrine Auditorium in Los Angeles on Feb. 17, 2018.

Photo by Scott Dudelson/Getty Images

“It’s crazy to see the shift that’s happening just to raise good people that have a foundation of principle,” he said on Stephen Curry’s 5 Minutes From Home series. “You know, when I drop my daughter off every day, I drill her when I take her to school. … Like, what is integrity? Integrity is doing the right thing when nobody’s looking. … It seems basic, but I want her to get older and look back on the things I thought were important.”

Rapinoe is just the latest to invoke Hussle’s memory — and the raw emotional wounds of his slaying on March 31. Recently released court documents revealed 515 pages of grand jury testimony, a considerable chunk of which dealt with Hussle’s final moments after he was allegedly ambushed and shot by Eric Holder. His daughter, Emani, recently graduated from elementary school. And BET posthumously honored Hussle with its Humanitarian Award last month.

On Sunday afternoon, YG, one of Hussle’s closest collaborators and friends, posted a picture on Instagram with 2017 NBA MVP Westbrook and a framed image of Hussle’s 2013 project Crenshaw. The caption was as heartbreaking as it was cryptic. “Where you at,” YG pleaded, “I need to talk 2 you foo.”

Another recent reminder of the man is “Perfect Ten,” the title track from DJ and producer Mustard’s new compilation album. It’s Hussle’s second record post-obit, following DJ Khaled’s “Higher,” and a glimpse into the state of mind Hussle was evolving toward. “Stacked every chip on myself, time to collect,” Nipsey boasted. Betting on himself wasn’t just financial literacy. Rather, it’s the spiritual currency Hussle applied to his everyday life. “All money in, just imagine what I gross back.”

The questions he strings together on “Ten” are more internal reflection than external validation. “Where your backbone, n—a, where your code at? / Where your down since day one real bros at? / Where them stories that you tellin’ unfold at? Where your heart, n—a? Where your soul at?”

Hussle knew the location of his soul. There’s honor in loyalty. In the company one keeps, and the morals one lives by. The graphic stories Hussle narrated were born and bred in South Central. They were for his people. But they were meant to be heard, embraced, and they were calls to action for neighborhoods far beyond Slauson and Crenshaw. Clearly, that resonated with Rapinoe.

Megan Rapinoe (second from right) and her U.S. teammates celebrate their 2-0 victory over the Netherlands in the 2019 FIFA Women’s World Cup final in France on July 7. Rapinoe won the Golden Ball award given to the best player in the tournament and the Golden Boot as top scorer.

Photo by Jean Catuffe/Getty Images

“For us, it’s not only leaving our sport in a better place [or] leaving it better for the young girls that will come after, but just in general,” Rapinoe said on Good Morning America in April. “But just inspiring women around the world to stand up for what they believe in.”

Rapinoe’s sentiment sounds familiar because it is. “That’s the only distinguishing quality from me and probably whoever else is going through this, went through this or is gonna go through this,” Hussle lamented in a widely circulated interview with radio personality Big Boy in January 2018. “[It’s] that I ain’t quit … I went through every emotion with trying to pursue what I’m doing. And I think that’s what gon’ separate whoever’s gonna try to go for something is that — you ain’t gonna quit. … You really gonna take the stance of ‘I’m gonna die behind what I’m getting at right here.’ ”

Perhaps that’s what Rapinoe saw in Hussle and what inspired her to bring him along during one of her proudest professional moments. For all of us, the marathon continues.

Another hidden figure: Clyde Foster brought color to NASA Over three decades, he recruited hundreds of African Americans into the space program

Clyde Foster came of age in Alabama in the 1950s, a place and time so oppressive for African Americans that a former Nazi rocket scientist stood out as a figure of racial moderation.

Foster’s father worked at a Birmingham iron foundry, where the dirtiest, most backbreaking jobs were reserved for African Americans. Every day he would come home dog-tired, prompting his son to vow that he would earn a living using his mind, not his back. By itself, that was an audacious plan for a black man living in Alabama.

But Foster did much more than just find himself a desk job. He became a pioneering figure in the U.S. space program. Over nearly 30 years working for NASA, beginning in the agency’s earliest days, his mathematical calculations helped propel rockets into space. His focused determination helped establish a computer science program at what is now Alabama A&M University, making the historically black institution the first public college in Alabama to offer the major. And his quiet and relentless advocacy brought hundreds of African Americans into space industry jobs in the Deep South, helping to shift perceptions of black people in ways both subtle and profound.

A page from a brochure for the Computer Science Center at Alabama A&M. Clyde Foster (on right) started the center.

Alabama A&M

Beyond all that, Foster also became a small-town political leader whose influence was felt throughout Alabama. He led the effort to restore the long-forgotten charter of Triana, a once-dying black enclave of fewer than 100 families outside Huntsville. Foster served as Triana’s mayor for two decades, and his work became a model for other tiny, mostly black towns in Alabama that took control of their political lives.

“There is no other African American NASA employee who did more to get jobs for black people, to get advancement for black people and to get young people working at NASA. No one did more than Clyde Foster,” said Richard Paul, co-author of We Could Not Fail, a book about the first African Americans who worked in the space program. “On top of that, you have his entire political career, which is also groundbreaking. The man’s accomplishments are absolutely heroic.”

Foster, who was 86 when he died in 2017, was no doubt a hero, but one who most people outside Alabama had never heard of. By all accounts, he never protested, picketed or sat in. Yet he improved many hundreds, perhaps thousands, of black lives in a state where the law sanctioned blatant and often violent efforts to discount them.

“He just loved people. He wanted people to have a chance,” his widow, Dorothy Foster, 84, said in an interview. “He just wanted to help everybody. He was not the kind of activist you read about. He felt he could help blacks more by getting them employment than by getting out there and marching in the street.”

Foster was born in Birmingham in 1931, the sixth of 12 children. He went to the city’s public schools, which were segregated, as was every other public institution and accommodation in town.

“There were two sets of everything, one for the colored and one for the white,” Foster said in a 2008 interview with Paul for a radio documentary called Race and the Space Race. “Signs were posted on water fountains, restrooms.” Police harassment was a constant threat. “Whenever they would see a group of black kids assembled together, there was always some reason to go after them.”

A 1942 photograph of the Foster family: Back row, from left: Betty Foster (Berry), James Foster, James’s wife Elizabeth Foster, Clyde Foster, Dorothy Foster (Sweatt), Otis Foster, Ann Foster (Sweatt), Fred Foster. Front row, from left: David Foster, Katie Foster (Rodgers), Clyde’s father, James Foster, Clyde’s mother, Effie Foster, Geraldine Foster (Franklin), Eddie Foster.

Courtesy of Foster Family

Foster thought the best way to insulate himself from the many perils of being black in Alabama was through education. He had always been a good student, and he ended up going to Alabama A&M in Huntsville, where he majored in chemistry and mathematics. At the time, he had his eye on a teaching career.

While still in college, Foster crossed paths with Wernher von Braun, the Nazi scientist behind the V-2 rocket. Built with concentration camp slave labor, the V-2 was the world’s first long-range guided ballistic missile, and the Nazis used it to rain death on the Allies during World War II. Von Braun later came to the United States with a group of about 125 German scientists, engineers and technicians who had been captured by American soldiers. Rather than prosecute them, U.S. authorities enlisted the German scientists to develop missiles, and later spacecraft, for America.

Much of that work, the backbone of the nation’s space program, was located in the Deep South, and it began at a time when harsh segregation reigned. NASA rockets were developed under von Braun in northern Alabama, tested in rural Mississippi, manufactured in Louisiana, launched from Cape Canaveral in central Florida and monitored from Houston.

With this new mission, von Braun was quickly transformed from a warrior for the supposed Aryan master race into an advocate for science education so he could build a skilled workforce to support the space program. Perhaps not fully understanding racial dynamics in his new home, he came to all-black Alabama A&M early on for help. Von Braun wrote a script about his plans for the space program in Alabama, including the then-fanciful dream of flying men to the moon, and he asked Foster and several of his classmates to read it during an assembly at an all-white high school. It was never clear why von Braun chose to have black A&M students deliver his message to white students, and Foster later told interviewers the assembly was a flop. But the unusual encounter introduced Foster to a wondrous new industry that would eventually change his life.

Foster graduated from A&M in 1954 and was drafted into the Army, where he spent two years. He and Dorothy had met and married while in college, and when Foster came back to Alabama after completing his military commitment, he got a job teaching high school science near Selma in the central part of the state. Dorothy had remained in her hometown of Triana, and she wanted him to move back. After a year, he did.

“I told Clyde that I was going to call the Army Ballistic Missile Agency and set up an appointment for a job interview, and ‘You’re going,’ ” Dorothy recalled with a laugh. “And he did.”

Foster is seen here in the Army. He landed a job as a mathematician technician with the Army Ballistic Missile Agency in 1957.

Courtesy of Foster Family

Foster landed a job as a mathematician technician with the Army Ballistic Missile Agency in 1957. The agency, headed by von Braun, was located at the Redstone Arsenal, a military installation in Huntsville that would later house NASA’s Marshall Space Flight Center.

Foster was hired as part of a large team of people who crunched the numbers generated by gauges inside missiles and rocket engines during test flights. Their analysis allowed engineers to calculate wind resistance, the thrust of a rocket and its proper trajectory. NASA was formed a year after Foster started, and in 1960 he went to work for the new space agency.

Foster saw a bright future for himself at NASA. Working for the federal government was about as good as it got for a black man in Alabama. The pay was decent, and racial discrimination was illegal on federal property. Also, with the Kennedy administration pressing NASA to integrate the thousands of new jobs created by the space race, von Braun emerged as an advocate for integration. The New York Times once called him “one of the most outspoken spokesmen for racial moderation in the South.” Von Braun himself said the space age would belong to “those who can shed the shackles of the past.”

Outside the gates of Marshall, however, Alabama was still Alabama.

George Wallace, who had lost the 1958 governor’s race in part because he was perceived as insufficiently harsh when it came to race, took office as governor in 1963. In his inaugural address, he famously vowed, “Segregation now, segregation tomorrow, segregation forever.” The next year, Wallace tried to back up his words by standing in the doorway of an auditorium at the University of Alabama in what was ultimately a vain attempt to prevent two black students from enrolling.

Foster and the handful of other African Americans among the thousands of employees at Marshall were inevitably harmed by that racism. Employees looking to move up had to take training classes, but many of those classes were off-limits to blacks because they were held off base at hotels and other segregated public facilities. Foster once took a telemetry course in Atlanta, but he had to stay at what he called a “fly-by-night” hotel miles from the training center. Still, he told interviewers, he never missed a session.

A few years after he started at NASA, Foster was angered by a supervisor’s request to train a white co-worker to be his boss. He refused the request and then complained to higher-ranking NASA officials about the situation black workers faced. He demanded training programs that black workers could readily take advantage of. Soon a deal was struck: NASA would hold separate training sessions for black workers at Alabama A&M, often importing instructors from out of town. It was an odd compromise: segregated training classes when the country was moving to root out segregation. But it was the best Foster could do. More than 100 black employees eventually took advantage of the separate-but-equal NASA training, which would prove to be the foundation of Foster’s legacy at NASA.

Born in Birmingham, Alabama on November 21, 1931, Foster graduated from Parker High School in Birmingham in 1950 and received a Bachelor of Science degree in Mathematics and Chemistry from Alabama A&M College in 1954.

NASA/MSFC

“I would say his most significant contribution to NASA directly would be the training program,” said Steven Moss, the other co-author of We Could Not Fail. “He made it so black workers did not have to jump through all the hoops that others before them did. Then, later, he helped so many people get jobs. As I talked to people at other NASA facilities in the Deep South, you can kind of see the family tree. They would trace who they work for, or who helped them, and it always came back to Clyde Foster.”

Even though Foster did not work in personnel, NASA would tap him to travel to colleges around the country to recruit African Americans trained in science or engineering to come work at Marshall. It was not easy for NASA to attract skilled white employees to Alabama, given the state’s horrible reputation for racial violence. It was even harder for Foster to attract black workers.

“I would tell [recruits] Huntsville was really not as bad … as the image George Wallace was given,” Foster said in a 1990 interview for a NASA oral history. “I told them, ‘Now, if you really wanted the challenge, good discipline, the space program has it for you.’ ”

The black scientists, engineers and technicians who did join NASA found Foster to be a willing mentor, no matter whether he had recruited them.

James Jennings was a math major at A&M when he met Foster, who was a regular presence at his alma mater in the mid-1960s. At the time, Jennings was about 20, and he looked up to Foster, who was in his mid-30s. Jennings took some computer classes that ignited his interest in working in the space program, which in those days represented the pinnacle of technological innovation. Jennings began as a co-op student at NASA and ended up spending almost four decades at the agency. He said Foster was a mentor nearly every step of the way.

Foster credited his experience at NASA for giving him the confidence and know-how to conquer the many challenges he confronted.

Photo by Don Rutledge courtesy of Lucy Rutledge.

“When I went to NASA, that was my first introduction into a predominantly white organization,” Jennings recalled in an interview. “I was kind of excited and apprehensive at the same time. I really didn’t know how our education would hold up, but it did not take me very long to understand that my education was on par or better than many of the white students who worked there.”

One thing that helped, he said, was Foster’s constant support. “He took me under his wing. He used to call everybody ‘Horse.’ He told me, ‘Horse, if you keep your nose clean and do your job, you could go far in this organization.’ ”

Jennings proved Foster correct, as he ended up working at NASA’s Washington headquarters in the government’s highest civil service rank before his retirement in 2005.

“Clyde always was encouraging and looked to give me opportunities for visibility,” Jennings said. “If your work is not visible to others, it is easy for your supervisor not to promote you. Clyde knew that, and he was always encouraging us to volunteer for committees and special projects.”

In an effort to create a pipeline of black workers into NASA, Foster persuaded von Braun to allow him to set up a computer science program at A&M. NASA provided grants to help get the program going, although at first Foster struggled to persuade A&M officials that it was worthwhile.

Founded in the wake of the Civil War, A&M had always focused on training students for jobs that black people could get in Jim Crow Alabama: teaching, nursing, farming and certain kinds of engineering. When Foster talked about building a computer science program to train students to send rockets to the moon, the skepticism was palpable.

“Black administrators were not interested, and they did not pursue this money because the program was there for them to develop other kinds of programs,” Foster said in the 2008 interview. “The most that we had was electronic, or electrical and mechanical engineering. [We had] civil engineering — we had to build some damn roads — but we [were] talking about building a pathway to space.”

Eventually, Foster won over the A&M officials. NASA paid Foster’s salary for two years while he worked to establish the program, which went online in 1969.

The cover of a brochure for the Computer Science Center at was then called Alabama A&M College. Foster started the bachelor’s degree program in computer science.

Alabama A&M

“Everything he did, I think he realized he was making a difference,” Jennings said of Foster. “But he was not the kind of person looking to take credit for it.”

In the late 1970s, Foster took a job in NASA’s Equal Employment Opportunity Office, which got him away from the technical heart of the agency but gave him more leverage to help black people get a leg up.

“I thought I could make an even greater contribution to increase the workforce to a more integrated workforce,” Foster said in the 1990 interview. Foster was director of Marshall’s EEO office when he retired from NASA in 1987.

His advocacy did not stop at work. Foster served on Alabama’s Commission on Higher Education, to which he was first appointed by Wallace in 1974. That was besides his groundbreaking work as the mayor of Triana. His work to re-establish the town’s charter cleared the way for Triana to receive federal grants for a series of major upgrades, including building the town’s first water system, installing its first streetlights, paving its gravel streets and renovating the town hall, which previously had been a coal-heated shack.

Following Foster’s example, about a dozen African American towns were able to reincorporate and, in some cases, make similarly dramatic improvements. The new political control also allowed a generation of black mayors, police chiefs, sheriffs and other local officials to gain experience in office.

Decades later, Foster led the legal fight against a chemical company that had poisoned the town’s waterways with DDT, resulting in a $24 million settlement for Triana residents.

Foster credited his experience at NASA for giving him the confidence and know-how to conquer the many challenges he confronted.

“If I hadn’t had these experiences early in life to cross over into these areas: political, education, business,” he said. “All of that was done because of the experience I had with NASA.”

This article is being published in collaboration with American Experience/WGBH as part of its series “Chasing the Moon,” which examines the scientific, political and personal dramas behind the space race on the 50th anniversary of the first moon landing. PBS will broadcast a film across three nights starting at 9 p.m. EDT/8 p.m. CDT on July 8. Short digital films, articles, timelines and comics, including pieces on the first African American to be trained as an astronaut, the desegregation of Huntsville, and the Poor People’s Campaign protest at the Kennedy Space Center, can be found here.

In theater, the white gaze takes center stage Three plays — ‘Fairview,’ ‘Much Ado About Nothing’ and ‘Toni Stone’ — highlight how black theater-makers approach audiences who do not look like them

Right before the end of Act I of Toni Stone, a new play about the first woman to play in baseball’s Negro Leagues, its company engages in an extended shuck-and-jive routine.

The nine actors, all wearing the uniform of the Indianapolis Clowns, sport wide, ersatz grins as they leap across the stage, each performing some grotesque trick. One juggles, another high-kicks. The team of court jesters does its best to amuse an imaginary crowd of white baseball spectators, most of whom showed up to see the team’s feigned merrymaking and Bojangling in the outfield.

There was some laughter from the mostly white and mostly older audience at the performance I attended at Roundabout Theatre Company. It simmered into nervous titters as it became clear that the routine the Clowns were performing was demeaning, soul-deadening work. An uncomfortable silence fell over the audience. The stadium lights of the set flashed bright for an instant, then went black.

The show actively talks to an audience it correctly assumes will be majority white, and so it is written in a way to explain elements of black culture that may seem foreign.

Joan Marcus

Stone, played by April Matthis, delivered the last word: “Our people always did have a way of turning what matters into something beautiful that touches the soul. We call that laughter and they call that clowning. But you know they know. They know it’s powerful so’s they come back for more of it. But they also know they can’t do it … never mind catch a pop an’ flip back an’ throw it in for the double play. White people think if it’s fun an’ have a certain elegance, it ain’t serious. But they know. Everyone knows they can’t turn what’s practical into something more, the Charleston Slide, the Mississippi slow grind, or the art of making a skill pretty. So they laugh and give us a little bit of money so they keep laughing, but they know it’s powerful and they know that we know what they doin’ to us while we still steady makin’ em laugh.”

When the play resumed after intermission, one of the Clowns, known as King Tut (Phillip James Brannon), broke the fourth wall to address the audience. King Tut tried to smooth over any tension from the show’s unexpected turn toward the team’s resentment of racist fans by addressing it head-on. “Oh, good,” he said. “Thoughta mighta scared you at the bottom of the first.”

In another instance, Stone turns to reassure the audience before lighting into another teammate, Jimmy, while they are all on the bus together. Here’s how it appears in the script:

TONI

No … I just called him over here to ask him ’bout his mama.

(to audience) I don’t know Jimmy’s mama. We about to play the dozens. (beat) It’s just a game.

The play is a biographical sketch of Stone, focusing mostly on the ways that she’s an outsider within a group of outsiders. Her male teammates in the Negro Leagues, shut out from the opportunity in the majors, have conversations about what makes a black man like Jackie Robinson suitable to break baseball’s color barrier. Meanwhile, Stone is constantly wrestling with the way her gender impacts how she’s received as a ballplayer, along with expectations about her behavior, hair and style of dress and the roles she and her husband (also the Clowns’ manager) occupy once they’re married.

Stone often faces the audience to explain who she is, what she wants and what she loves to set up scenes from her life. There’s a recurring joke to break up these bits: Stone faces the audience and deadpans, “I’m a little girl” during flashbacks when she is, in fact, a little girl.

But what I kept noticing was how much playwright Lydia R. Diamond had fashioned her play with the white gaze in mind. The show actively talks to an audience it correctly assumes will be majority white, and so it is written in a way to explain elements of black culture that may seem foreign.

Once I realized this was a pattern and not just a one-off, the tic became increasingly grating for a couple of reasons:

1) This sort of narrative hand-holding coddles and enables cultural ignorance on the part of the audience.

2) It tells black audience members that even though they’re watching a show that’s about black people, played entirely by black actors and written by a black playwright, the show isn’t interested in acknowledging its black audience or the knowledge of ourselves that we bring to our own stories.


Considerations about the overrepresentation of whiteness in theater audiences are almost unavoidable because it’s built into the experience of consuming theater in a way that, say, it’s not with television. You can see strangers watching alongside you and their reactions.

So, should playwrights and directors acknowledge this in the work? And if so, how? Three plays running in New York this summer — Toni Stone, Much Ado About Nothing and Fairview — help us focus on those questions.

Toni Stone often faces the audience to explain who she is, what she wants and what she loves to set up scenes from her life.

Toni Stone accommodates its white audience unfamiliar with black traditions. Public Theater’s all-black production of Much Ado About Nothing, directed by Kenny Leon, was utterly unconcerned with explaining Leon’s vision for Beatrice and Benedick. Either you understood the references or you didn’t. Then there’s Fairview, the play that netted Jackie Sibblies Drury the Pulitzer Prize by not just acknowledging the white gaze but also actively challenging it.

I became exasperated with the racial exposition of Toni Stone, but that’s not to say clever ways of acknowledging the whiteness of theater audiences don’t exist. Take, for instance, Jordan E. Cooper’s Ain’t No Mo’, which closed this spring after a run at The Public.

Ain’t No Mo’ starts with a very black funeral taking place in a very black church. It’s Nov. 4, 2008, and within the casket sitting onstage rests not a person but a thing: black people’s right to complain. Or, as the pastor refers to it, “Brother Righttocomplain.”

At one point during an extremely spirited eulogy, Pastor Freeman (Marchánt Davis) begins to lead his congregation in a rather unconventional church shout:

I guess y’all done went to sleep on Pastor Freeman, I-I-I-I-I must be preaching to mySELF this evening cause I ain’t heard a SHOUT yet. I said there ain’t no more tears to be shed because the President is WHAT? Ain’t no more marching in the streets to be heard, because the President is WHAT? Come on and say it, somebody, I can see the spirit doing the Cupid Shuffle in yo chest right now, waiting to rise up and reveal itself as yo true voice. … I want every colored person in this room to turn to yo neighbor and say neighbor … the President is my n—- …… Louder … SAY THE PRESIDENT IS MY N—-.

Pastor Freeman would improvise as he bounced from aisle to aisle, among the theater audience turned congregants. “THE PRESIDENT IS MY N—-,” the good pastor would holler, raising his arms and making eye contact with the black folks in the audience, encouraging them to join in the shouting. Then a white face would appear in his line of sight. “Not you!”

I practically bellowed with laughter.

Considerations about the overrepresentation of whiteness in theater audiences are almost unavoidable because it’s built into the experience of consuming theater in a way that, say, it’s not with television. You can see strangers watching alongside you and their reactions.

Admittedly, my gauge for this sort of thing is heavily influenced by my job, my upbringing and my education. I grew up with a black parent and graduated from a historically black university. I write about culture and race for a site that is mostly trafficked by white readers, but they are not the primary audience I’m addressing. There’s a reason for that distinction. Part of it is simply that not everything is about white people. Even the stuff they can see! But the other part is that getting trapped in a perpetual introductory class of Race Theory 101 becomes rather dull rather quickly. Having to repeatedly pause to explain basic concepts about black culture or about racism eats up time and energy I’d prefer to expend elsewhere. The white gaze doesn’t just assume whiteness is the default. It reorients everything to force that fallacy to be true. It’s indicative of a power imbalance that even in art about black folks, accommodating white ignorance is expected. The fact that Hamilton largely refused to do this was one of the things that made it such a revelation.

These pauses that exist solely to enlighten white people who lead racially blinkered lives have been named “explanatory commas” by Gene Demby and Shereen Marisol Meraji, the hosts of NPR’s Code Switch podcast. One of the problems with Toni Stone is that its explanatory commas feel retrograde. Frankly, after a season that included work such as BLKS, Ain’t No Mo’, Choir Boy and Leon’s Much Ado About Nothing, all of which are steeped in black culture and not particularly interested in justifying or explaining it, I began to take for granted that black artists could make theater about themselves without having to include a pause for white people to catch up.

Leon’s Much Ado, produced for the Free Shakespeare in the Park series, is hammy and energetic and encourages audience interaction and scene-stealing. It’s a rendering of Shakespeare that pays homage to traveling black stage plays.

Everything about its design, from the giant “STACEY ABRAMS 2020” banners that flank the set to the Morehouse maroon of the actors’ costumes to Camille A. Brown’s choreography, screams bougie black contemporary Atlanta. Yet Shakespeare’s text remained the same. There were no signposts in the dialogue to direct you to the inspirations for Leon’s aesthetic decisions. They simply existed.

The thing I appreciated about the lack of explanatory commas was how it rearranged the power dynamic between artist and patron to something more equitable. What Leon did with Much Ado is move the baseline for cultural literacy in the theater audience. There were things about black life that you’re expected to know because it’s unthinkable that you wouldn’t. And he did it by pairing it with the words of the most universally known and respected playwright in human history: Shakespeare.

Fairview takes a different approach, running head-on at the white gaze, even during its unconventional curtain call. The play challenges the white gaze by making it a part of the show in a way that highlights how such narcissism spills into the consumption of black art.

Fairview starts out as a conventional-seeming work about a black family celebrating its matriarch’s birthday. But lighting and sound changes in the second act reveal to the seated audience that it’s actually witnessing white people watch a play about black people. The second act is a repeat of the first, except the actors are muted while a soundtrack of unseen white people comments about what’s happening in the plot and their own attitudes about race. Finally, the white people physically inject themselves into the story as if they bought tickets to some sort of blackness immersion theme park ride.

Fairview leaves audiences unable to deny the influence of the white gaze and pushes them to question their own complicity in perpetuating it. Toni Stone seems to have succumbed to it. And Leon’s Much Ado ignores it. Here’s to more art that offers up blackness without apology or explanation, expands definitions of cultural literacy and challenges audiences of all stripes to do the reading.

The 20 greatest hip-hop tours of all time Our ranking, inspired by all the great rap acts on the road this summer, is 100% correct

Look around and it might feel like we’re in a golden age of rap tours.

Rhyme greats De La Soul recently finished a European tour billed The Gods of Rap with the legendary Public Enemy, Wu-Tang Clan and Gang Starr’s DJ Premier. And the summer concert season is set to feature even more high-profile hip-hop shows.

West Coast giant Snoop Dogg is headlining the Masters of Ceremony tour with such heavyweights as 50 Cent, DMX, Ludacris and The Lox. Lil Wayne is doing a string of solo gigs and will launch a 38-city tour with pop punk heroes blink-182 starting June 27. Stoner rap fave Wiz Khalifa will headline a 29-city trek on July 9. The reunited Wu-Tang Clan continue their well-received 36 Chambers 25th Anniversary Celebration Tour, and Cardi B will be barnstorming through the beginning of August.

With all this rap talent on the road, The Undefeated decided to take a crack at ranking the 20 greatest hip-hop tours of all time.

Our list was compiled using several rules: First and foremost, the headliners for every tour must be from the hip-hop/rap genre. That means huge record-breaking, co-headlining live runs such as Beyoncé and Jay-Z’s On the Run II Tour were not included, given Queen Bey’s rhythm and blues/pop leanings. We also took into account the cultural and historical impact of each tour. Several artists, ranging from Run-DMC and Salt-N-Pepa to MC Hammer and Nicki Minaj, were included because they broke new ground, beyond how much their tours grossed. For years, hip-hop has battled the perception that it doesn’t translate well to live performance. This list challenges such myopic ideas.

With only 20 spots, some of rap’s most storied live gigs had to be left off the list. Many were casualties of overlap, such as Run-DMC and the Beastie Boys’ memorable 1987 Together Forever Tour and the Sizzling Summer Tour ’90, which featured Public Enemy, Heavy D & the Boyz, Kid ’n Play, Digital Underground and Queen Latifah. The 12-date Lyricist Lounge Tour, a 1998 showcase that featured Big Punisher, The Roots, De La Soul, Black Star, Common, Black Moon’s Buckshot and Fat Joe, also just missed the cut.

You may notice that Tupac Shakur and The Notorious B.I.G. are missing from the list. But this was no momentary lapse of sanity. ’Pac’s and Biggie’s brief runs took place when rap shows were beginning to become a rarity, leaving most of their memorable stage moments to one-off shows. Dirty South royalty Outkast’s strongest live outing, when Big Boi and Andre 3000 reunited in 2014, was not included because it was less of a tour and more of a savvy festival run.

There are other honorable mentions: Def Jam Survival of the Illest Tour (1998), which featured DMX, the Def Squad, Foxy Brown, Onyx and Cormega; the Ruff Ryders/Cash Money Tour (2000); Anger Management 3 Tour with Eminem and 50 Cent (2005); J. Cole’s Dollar & A Dream Tour (2013); and Drake’s Aubrey & The Three Migos LIVE! tour (2018).

With that said, on with the show!

20. Pinkprint Tour (2015)

Nicki Minaj, featuring Meek Mill, Rae Sremmurd, Tinashe and Dej Loaf

The most lucrative hip-hop trek headlined by a woman also served as the coronation of Nicki Minaj as hip-hop’s newest queen. What made The Pinkprint Tour such a gloriously over-the-top affair was its seamless balance of dramatic Broadway-like theater, silly high jinks and a flex of artistic ferocity. One moment Minaj was in a black lace dress covering her eyes while mourning the loss of a turbulent union during “The Crying Game.” The next, she was backing up her memorable appearance on Kanye West’s “Monster” as the most wig-snatching guest verse of that decade. And the Barbz went wild.

Gross: $22 million from 38 shows

Kendrick Lamar performs during the Festival d’ete de Quebec on Friday, July 7, 2017, in Quebec City, Canada.

Amy Harris/Invision/AP

19. The Damn. Tour (2017-18)

Kendrick Lamar, featuring Travis Scott, DRAM and YG

When you have dropped two of the most critically lauded albums of your era in Good Kid, M.A.A.D City (2012) and To Pimp a Butterfly (2015), there’s already an embarrassment of riches to pull from for any live setting. But Kendrick Lamar understood that to live up to his bold “greatest rapper alive” proclamation he also needed populist anthems to turn on the masses. The Damn. album and world tour presented just that, as he led his followers each night in an elevating rap-along. It kicked off with a martial arts film, a cheeky nod to Lamar’s Kung Fu Kenny alter ego, before launching into the chest-beating “DNA.”

Gross: More than $62.7 million from 62 shows

Drake and Future performing on stage during The Summer Sixteen Tour at AmericanAirlines Arena on Aug. 30, 2016 in Miami.

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18. Summer Sixteen Tour (2016)

Drake and Future

This mammoth, co-headlining tour was a no-brainer: Drake, the hit-making heartthrob, Canada’s clap-back native son and part-time goofy Toronto Raptors superfan. And Future, the self-anointed Atlanta Trap King, gleeful nihilist and producer, whose slapping, codeine-addled bars made him a controversial figure on and off record. The magic of this yin/yang pairing shined brightest when they teamed up to perform such tracks as “Jumpman” and “Big Rings” off their industry-shaking 2015 mixtape What a Time to Be Alive. When the smoke settled, Drake and Future walked away with the highest-earning hip-hop tour of all time.

Gross: $84.3 million from 54 shows

From left to right, Sandra ‘Pepa’ Denton, DJ Spinderella and Cheryl ‘Salt’ James perform on stage.

17. Salt-N-Pepa Tour (1988)

Featuring Keith Sweat, Heavy D & the Boyz, EU, Johnny Kemp, Full Force, Kid ’n Play and Rob Base

It may seem preposterous in this outspoken, girl-power age of Cardi B, Lizzo, Megan Thee Stallion, Kash Doll, Young M.A, Tierra Whack and City Girls, but back in the early ’80s, the thought of a “female” rhyme group anchoring a massive tour seemed out of reach. That was before the 1986 debut of Salt-N-Pepa, the pioneering group who’s racked up a plethora of groundbreaking moments and sold more than 15 million albums. The first female rap act to go platinum (Hot, Cool & Vicious) and score a Top 20 hit on the Billboard 200 (“Push It”), Salt-N-Pepa led a diverse, arena-hopping showcase that gave the middle finger to any misogynistic notions. And Salt, Pepa and DJ Spinderella continue to be road warriors. They’re currently on New Kids on the Block’s arena-packing Mixtape Tour.

Encore: Opening-act standouts Heavy D & the Boyz would co-headline their own tour the following year off the platinum success of their 1989 masterpiece Big Tyme.

16. Glow in the Dark Tour (2008)

Kanye West, featuring Rihanna, N.E.R.D, Nas, Lupe Fiasco and Santigold

Yes, Kanye West has had more ambitious showings (2013-14’s button-pushing Yeezus Tour) and more aesthetically adventurous gigs (the 2016 Saint Pablo Tour featured a floating stage, which hovered above the audience). But never has the Chicago-born visionary sounded so hungry, focused and optimistic than he did on his first big solo excursion, the Glow in the Dark Tour.

Before the Kardashian reality-show level freak-outs and MAGA hat obsessing, West was just a kid who wanted to share his spacey sci-fi dreamscape with the public, complete with a talking computerized spaceship named Jane. Even the rotating opening acts — topped off by the coolest pop star on the planet, Rihanna — were ridiculously talented.

Gross: $30.8 million from 49 shows

15. I Am Music Tour (2008-09)

Lil Wayne, featuring T-Pain and Keyshia Cole

Between 2002 and 2007, Young Money general Lil Wayne was hip-hop’s hardest-working force of nature, releasing an astounding 16 mixtapes. Then Weezy broke from the pack with the massively successful I Am Music Tour. The bulk of Lil Wayne’s 90-minute set was propelled by his career-defining 2008 album Tha Carter III, which by the show’s second leg had already sold 2 million copies. By the time T-Pain joined the New Orleans spitter for a playful battle of the featured acts, Lil Wayne’s takeover was complete.

Gross: $42 million from 78 shows

MC Hammer, performing on stage in 1990, had a large entourage for his Hammer Don’t Hurt ’Em Tour.

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14. Hammer Don’t Hurt ’Em Tour (1990-91)

MC Hammer, featuring En Vogue and Vanilla Ice

With 15 background dancers, 12 singers, seven musicians, two DJs, eight security men, three valets and a private Boeing 727 plane, MC Hammer’s world tour was eye-popping. Rap fans had never seen anything of the magnitude of the Hammer Don’t Hurt ’Em stadium gigs, which recalled Parliament-Funkadelic’s army-size traveling heyday in the 1970s.

Each night the Oakland, California, dancing machine, born Stanley Burrell, left pools of sweat onstage as if he was the second coming of James Brown. If the sight of more than 30 folks onstage doing the Running Man, with MC Hammer breaking into his signature typewriter dance during “U Can’t Touch This,” didn’t make you get up, you should have checked your pulse.

Gross: $26.3 million from 138 shows

13. Things Fall Apart! Tour (1999)

The Roots

Each gig was a revelation. This was no surprise given that Philadelphia hip-hop collective The Roots, formed by longtime friends drummer Questlove and lead lyricist Black Thought, had a reputation for being unpredictable. Still, it’s ironic that a group known for being the ultimate road warriors — they were known for touring 45 weeks a year before becoming the house band on The Tonight Show Starring Jimmy Fallon in 2014 — is represented on this list by one of their shortest tours.

But the brilliant Things Fall Apart club and hall sprint, which took place throughout March 1999, proved to be an epic blitz fueled by the band’s most commercially lauded material to date, Questlove’s steady percussive heart and the inhuman breath control of Black Thought.

Encore: Neo soul diva Jill Scott, who co-wrote The Roots’ breakout single “You Got Me,” gave fans an early taste of her artistry as she joined the band onstage for some serious vocal workouts.

12. House of Blues’ Smokin’ Grooves Tour (1996)

The Fugees, Cypress Hill, A Tribe Called Quest, Busta Rhymes, Ziggy Marley and Spearhead

While gangsta rap was topping the charts, the hip-hop industry faced a bleak situation on the touring front. Concert promoters were scared to book “urban” acts in large venues. Enter the House of Blues’ Kevin Morrow and Cara Lewis, the booking agent who achieved mythic status when she received a shout-out on Eric B. & Rakim’s 1987 anthem “Paid in Full.” The pair envisioned a Lollapalooza-like tour heavy on hip-hop and good vibes. The first ’96 incarnation came out of the gate with Haitian-American rap trio The Fugees, multiplatinum weed ambassadors Cypress Hill, A Tribe Called Quest and Busta Rhymes.

Encore: The series, which has also featured Outkast, The Roots, Lauryn Hill, Gang Starr, The Pharcyde, Foxy Brown and Public Enemy, is credited with opening the door for a return to more straight-ahead hip-hop tours led by Jay-Z, DMX and Dr. Dre.

Kanye West (left) and Jay-Z (right) perform in concert during the Watch The Throne Tour, Sunday, Nov. 6, 2011, in East Rutherford, N.J.

AP Photo

11. Watch the Throne Tour (2011-12)

Jay-Z and Kanye West

In better times, Jay-Z and Kanye West exhibited lofty friendship goals we could all aspire to, with their bromance popping on the platinum album Watch the Throne. Before their much-publicized fallout, Jay-Z and West took their act on the road for the mother of all double-bill spectacles.

Two of hip-hop’s greatest traded classics such as the ominous “Where I’m From” (Jay-Z) and soaring “Jesus Walks” (West) from separate stages on opposite sides of the venue. Those lucky enough to catch the tour can still recall the dream tag team launching into their encore of “N—as in Paris” amid roars from thousands of revelers.

Gross: $75.6 million from 63 shows

10. The Miseducation Tour (1999)

Lauryn Hill, featuring Outkast

In 1998, Lauryn Hill wasn’t just the best woman emcee or the best emcee alive and kicking. The former standout Fugees member was briefly the voice of her generation as she rode the multiplatinum, multi-Grammy success of her solo debut The Miseducation of Lauryn Hill. By February 1999, it was time to take the show on the road. Hill and her 10-piece band went beyond the hype, especially when they tore through a blistering take of the heartbreaking “Ex-Factor.”

Encore: Outkast (Atlantans Andre 3000 and Big Boi) rocked the house backed by some conspicuous props, including two front grilles of a Cadillac and a throwback Ford truck, kicked off their own headlining Stanklove theater tour in early 2001.

9. No Way Out Tour (1997-98)

Sean “Puff Daddy” Combs, Lil’ Kim, Ma$e, Busta Rhymes, Foxy Brown, 112, The Lox, Usher, Kid Capri, Lil’ Cease and Jay-Z

The Los Angeles Times headline spoke volumes: “Combs to Headline Rare Rap Tour.” Combs, of course, is Sean “Diddy” Combs, the music, fashion, television and liquor mogul who Forbes estimates now has a net worth of $820 million. But back then, the hustler formerly known as Puff Daddy was struggling to keep his Bad Boy Records afloat after the March 9, 1997, murder of Brooklyn, New York, rhyme king The Notorious B.I.G.

But out of unspeakable tragedy rose Combs’ chart-dominating No Way Out album and an emotional all-star tour. Despite suggestions that large-scale rap shows were too much of a financial gamble, Puffy rallied the Bad Boy troops and a few close friends and proved the naysayers wrong. The No Way Out Tour was both a cathartic exercise and a joyous celebration of life. “It’s All About the Benjamins” shook the foundation of every building as Combs, The Lox and a show-stealing Lil’ Kim made monetary excess look regal. And the heartfelt Biggie tribute “I’ll Be Missing You,” which was performed live at the 1997 MTV Video Music Awards, had audiences in tears.

Gross: $16 million

Rap stars, from left, Redman, foreground, DMX, Method Man and Jay-Z join host DJ Clue, background left, in a photo session on Jan. 26, 1999, in New York, after announcing their 40-city Hard Knock Life Tour beginning Feb. 27, in Charlotte, N.C.

AP Photo/Kathy Willens

8. Hard Knock Life Tour (1999)

Jay-Z, featuring DMX, Redman and Method Man

Jay-Z stands now as hip-hop’s most bankable live draw. In 2017, the newly minted billionaire’s 4:44 Live Nation production pulled in $44.7 million, becoming America’s all-time highest-grossing solo rap jaunt. It’s a long way from the days of Jay-Z lumbering through performances in a bulletproof vest when he was last off the bench on Puff Daddy’s No Way Out Tour.

Surely the seeds of Jay-Z’s evolution as a concert staple were first planted on his Hard Knock Life Tour, which was documented in the 2000 film Backstage. This was a confident, full-throated Shawn Carter, and he would need every ounce of charisma, with Ruff Ryders lead dog DMX enrapturing fans as if he were a Baptist preacher at a tent revival and the duo of Redman and Method Man rapping and swinging over crowds from ropes attached to moving cranes. What a gig.

Gross: $18 million

Flavor Flav (left) and Chuck D (right) of the rap group Public Enemy perform onstage in New York in August 1988.

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7. Bring the Noise Tour (1988)

Public Enemy and Ice-T, featuring Eazy-E & N.W.A. and EPMD

There has always been a controlled chaos to a Public Enemy live show. Lead orator Chuck D jolted the crowd with a ferocity over the intricate, combustible production of the Bomb Squad while clock-rocking Flavor Flav, the prototypical hype man, jumped and zigzagged across the stage.

DJ Terminator X cut records like a cyborg and never smiled. And Professor Griff and the S1Ws exuded an intimidating, paramilitary presence. Armed with their 1988 watershed black nationalist work, It Takes a Nation of Millions to Hold Us Back, an album many music historians consider to be the pinnacle hip-hop statement, Public Enemy spearheaded arguably the most exciting rap tour ever conceived.

Encore: Along for the wild ride was the godfather of West Coast rap, Ice-T, who was putting on the rest of the country to Los Angeles’ violent Crips and Bloods gang wars with the too-real “Colors.” N.W.A. was just about to set the world on fire with their opus Straight Outta Compton. Eazy-E, Ice Cube, Dr. Dre, MC Ren and DJ Yella unleashed a profanity-laced declaration of street knowledge that was instantly slapped with parental advisory stickers. And Erick and Parrish were making dollars with their rough and raw EPMD joint Strictly Business.

6. Nitro World Tour (1989-90)

LL Cool J, featuring Public Enemy, Eazy E & N.W.A., Big Daddy Kane, Too $hort, EPMD, Slick Rick, De La Soul and Special Ed

In early ’85, LL Cool J was a 16-year-old rhyme fanatic living in his grandparents’ Queens, New York, home. Three years later, the kid who became Def Jam Records’ signature artist with his iconic B-boy manifesto Radio was the most successful solo emcee on the planet with more than 4 million albums sold and counting. LL Cool J was also headlining some of the hottest events of rap’s golden era. And he was at his cockiest love-me-or-hate-me peak during the Nitro Tour.

But not even LL Cool J was ready for the monster that was N.W.A. The self-proclaimed World’s Most Dangerous Group completely hijacked the spotlight when N.W.A. was warned by officials not to perform their controversial track “F— the Police” at Detroit’s Joe Louis Arena. A minute into the song, cops stormed the stage and shut down Eazy-E and crew’s volatile set, a wild scene that was later re-created in the 2015 N.W.A. biopic Straight Outta Compton.

Encore: A few months before the Detroit gig, N.W.A. was booed during a Run-DMC show at New York’s Apollo Theater. “We all had watched Showtime at the Apollo, so we all knew if it went bad what was gonna happen,” Ice Cube explained on the Complex story series What Had Happened Was … “We hit the stage, and as soon as they saw the Jheri curls, all you heard was ‘Boo!’ I mean, before we even got a line out, they was booin’. I guess they just wasn’t feeling the Jheri curls.”

Rappers Christopher “Kid” Reid and Christopher “Play” Nolan of Kid ‘n Play perform onstage during “The World’s Greatest Rap Show Ever” on Jan. 3, 1992 at Madison Square Garden in New York.

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5. The World’s Greatest Rap Show Ever (1991-92)

Public Enemy, DJ Jazzy Jeff & The Fresh Prince, Queen Latifah, MC Lyte, Geto Boys, Kid ’n Play, Naughty by Nature, A Tribe Called Quest, Leaders of the New School and Oaktown’s 3.5.7.

Props to the promoter who put together this awesome collection of hip-hop firepower for a tour that at least aimed to live up to its tagline. What stands out the most was the early acknowledgment of rap’s reach beyond the East and West coasts. The significance of including Houston’s Geto Boys, for instance, cannot be overstated.

Scarface, Willie D and Bushwick Bill carried the flag for Southern hip-hop, winning over skeptical concertgoers with their raw dissection of ’hood paranoia, “Mind Playing Tricks on Me,” which had become a favorite on Yo! MTV Raps. Jazzy Jeff and The Fresh Prince proved they could still rock the house with PG-rated material. (It helped that Will Smith had just begun the first season of NBC’s The Fresh Prince of Bel-Air.) Queen Latifah busted through the testosterone with the empowering “Ladies First.” And Naughty by Nature frequently knocked out the most crowd-pleasing set of the night with their promiscuous anthem “O.P.P.”

Encore: The World’s Greatest Rap Show Ever made its Jan. 3, 1992, stop at New York’s Madison Square Garden less than a week after nine people were fatally crushed at a hip-hop charity basketball game at City College of New York. Before Public Enemy’s powerful message of black self-determination, Heavy D, an organizer of the doomed event, made a plea for unity. Fans were certainly listening. The gig was a resounding, peaceful triumph.

LL Cool J performs at the Genesis Center in Gary, Indiana in December 1987.

Raymond Boyd/Getty Images

4. Def Jam Tour (1987)

LL Cool J, Whodini, Eric B. & Rakim, Doug E. Fresh and the Get Fresh Crew, and Public Enemy

From 1986 to 1992, New York’s Def Jam Records was the premier hip-hop label. Its roster of artists, which included Public Enemy, the Beastie Boys, EPMD and Slick Rick, was unparalleled in range and cultural dominance. So when it came time for partners Russell Simmons and Rick Rubin to spread the Def Jam gospel on its first international tour, the imprint’s biggest star, LL Cool J, was chosen to lead the way. And he didn’t disappoint.

James Todd Smith strutted out of a giant neon boombox sporting a Kangol hat, dookie rope gold chain and Adidas jacket. Of course, that jacket would soon be thrown to the floor as a shirtless Ladies Love Cool James tore through his ’85 single “Rock the Bells” as if it were the last song he would get to perform.

For many overseas, their first taste of American rap also included DJ Eric B. & Rakim, who were killing the streets with their 1987 masterpiece Paid In Full. Almost overnight in Germany, France, Norway and the Netherlands, hip-hop became the new religion.

Encore: This was the first proper world tour for Public Enemy, who had just dropped their 12-inch single “Rebel Without a Pause.” Although they were the opening act, Chuck D and his posse stole the show, establishing their standing as global behemoths. The now-legendary show at London’s Hammersmith Odeon can be heard throughout It Takes a Nation of Millions to Hold Us Back.

The Up In Smoke Tour in 2000 was a dream team bill, headed by producer Dr. Dre and featuring Eminem, Ice Cube, Snoop Dogg and more.

Photo by Ken Hively/Los Angeles Times via Getty Images

3. Up In Smoke (2000)

Dr. Dre, Snoop Dogg, Ice Cube, Eminem, Tha Dogg Pound, Warren G and Nate Dogg, and Xzibit

As over-the-top, profane spectacles go, the Up In Smoke Tour has few rivals. Detroit’s Eminem stormed the stage wearing a red jumpsuit with “County Jail” stitched on the back. Ice Cube, before being joined by his Westside Connection cohorts, Mack 10 and WC, emerged from a cryogenic chamber. Hennessy-sipping and weed-toking Dr. Dre and Snoop Dogg rode out in a hydraulically juiced lowrider. There was a 15-foot talking skull!

The multimillion-dollar stage design put the concert industry on notice that not only could rap shows attain the lavish production values of the best rock shows, they could surpass them. It was also an emphatic statement that the largely West Coast rap dignitaries knew how to throw a party. And there still isn’t another hip-hop song that matches the first 20 seconds of Dre’s “Next Episode” in concert.

Gross: $22.2 million from 44 shows

2. Raising Hell Tour (1986)

Run-DMC, featuring LL Cool J, the Beastie Boys and Whodini

There’s a reason Run-DMC is hailed as the greatest live hip-hop act of its era. They understood that less is always more. Because of their stripped-down beats and rhymes, the group amplified the genius of every aspect of their concert presentation up to 11. Jam Master Jay’s scratching was more thunderous than the other DJs on the 1s and 2s. Run’s pay-me stage presence commanded respect. And D had the throat-grabbing voice of God. They wore Godfather hats, black jeans and shoelace-less Adidas sneakers. The Hollis, Queens, crew was the personification of cool.

LL Cool J was just 18 during the Raising Hell Tour, but he was coming after Run-DMC’s crown every night. The hotel-wrecking Beastie Boys co-piloted rap’s bum-rush into Middle America, scaring parents wherever they landed. And Whodini brilliantly straddled the line between electro funkateers and around-the-way dudes representing BK to the fullest.

As “Walk This Way,” Run-DMC’s genre-shifting Aerosmith collaboration, exploded on the pop charts, vaulting the Raising Hell album to 3 million copies sold (the first hip-hop album to go triple platinum), ticket sales followed. The 45-city tour affirmed hip-hop’s cultural takeover.

Encore: The image of Joseph Simmons commanding 20,000-plus fans to hold up their sneakers during a performance of “My Adidas” at a New York show is still a surreal sight.

1. Fresh Fest (1984)

Kurtis Blow, Run-DMC, Whodini, The Fat Boys, Newcleus & the Dynamic Breakers, New York City Breakers, Turbo and Ozone

Ricky Walker had an idea: The concert promoter wanted to put together the first national rap music and break-dancing tour. In 1984, hip-hop had moved on from its underground beginnings in the Bronx. Run-DMC had just dropped their self-titled debut, and their “Rock Box” became the first rap video to received play on MTV. Breakin’, the first break dancing movie to hit the big screen, pulled in nearly $40 million at the box office on a minuscule $1.2 million budget. Walker saw the future.

He called New York impresario Simmons to tap some of his Rush Productions talent, which included heartthrob Brooklyn trio Whodini, rap’s first solo superstar Kurtis Blow, the comedic Fat Boys and, of course, the hottest hip-hop act in the country, Run-DMC. But when it came time to promote the first show, billed as the Swatch Watch NYC Fresh Fest Festival, in Greensboro, North Carolina, Walker was laughed out of the room by a radio ad man.

Rap was still viewed by many record industry power brokers as a passing fad. In a 1985 interview with Billboard magazine, Walker recalled the salesperson pleading with him. “You’re a friend of mine,” he said. “Can’t I talk you out of doing this show?”

Walker’s instincts, however, proved to be dead-on. Fresh Fest moved 7,500 tickets in four hours. The tour, which also featured some of the best street dancers on the planet, such as Breakin’ stars Boogaloo Shrimp and Shabba Doo, as well as the synth funk-rap group Newcleus, not only did brisk business at mid-level venues but also sold out 20,000-seat arenas in Chicago and Philadelphia. Like the pioneering rock ‘n’ roll shows of the ’50s conceived by Cleveland radio DJ Alan Freed, the Fresh Fest proved that rap could be a serious and profitable art form. The rest is hip-hop history.

Gross: $3.5 million

WNBA Kicks proving female players are sneakerheads too Meet the two visionaries behind the premier sneaker platform of the WNBA

The idea popped into Bria Janelle’s head in an unlikely place, but it didn’t come out of nowhere.

“I was in the shower one day and thought to myself, ‘WNBA Kicks,’ ” recalled Janelle, a former Division II college basketball player turned professional entertainment emcee and in-arena host. She envisioned a platform that, for some reason, had never been created — one dedicated to women, the WNBA and sneakers.

“People say out of frustration comes creation,” said Janelle, a native of Snellville, Georgia, which is about 35 minutes east of Atlanta. “I’ve always had an interest in shoes and the whole aspect of seeing what different outlets have done with sneakers. But I realized it was so saturated on the male side, and NBA side, of sneakers. I’m like, ‘Everybody is doing the same exact thing … how can I do something so far-fetched, so different that no one is even thinking about?’ ”

An injury ended Janelle’s playing career after three years at Mars Hill University in North Carolina, leading her to transfer to Georgia Southern University, where she graduated in 2011 with a degree in radio and television broadcasting. On-air campus appearances led to opportunities in Atlanta radio, and eventually a career. Over the past several years, Janelle has toured as emcee with WWE, worked with the Atlanta Hawks on a monthly web show and served as a host for the McDonald’s All American Game. Success in the field provided Janelle the means to grow her sneaker collection, which now checks in at about 130 pairs. Eventually, she wanted to find a way to represent a subculture of people like her: female sneakerheads.

Janelle was inspired by the WNBA’s biggest sneakerhead, Tamera “Ty” Young, who in 2008 became the first draft pick in the history of the Atlanta Dream franchise. Young, who now plays for the Las Vegas Aces but keeps her primary residence in Atlanta, has a massive sneaker collection that exceeds 600 pairs, even though she’s never had an endorsement deal with a sportswear brand.

“Ty Young being in Atlanta for years, you peep her at different events and it was like, ‘Yo, I’ve never seen her double up on a pair of sneakers,’ ” Janelle said. In the lead-up to the 2018 WNBA season, she ran into Young and told her she had something in the works. Janelle also hit up one of her close friends in the league, Alex Bentley, a member of the Connecticut Sun at the time who was playing overseas during the WNBA’s offseason.

“I never forget. It was like 3 o’clock in the morning in Russia and I said, ‘Hey, I got an idea. What do you think about this?’ ” Janelle recalled of her conversation with Bentley, who now plays for the Dream. “She said, ‘That’s dope. No one’s covered the WNBA’s sneaker culture. … Go for it. You’ve got my support.’ ”

But to make this thing work, Janelle needed help. So she reached out to Melani Carter, a sports producer who shared a similar frustration about the lack of WNBA coverage, having spent four years working at Turner Sports on NBA TV and NBA League Pass. The two friends remember meeting at a restaurant one night in Atlanta and talking for hours.

“As we started strategizing, I was saying, ‘This could be a segue into really showcasing women in another light,’ ” said Carter, who’s been collecting shoes since the early 2000s. “And what better way to start … than with sneaker culture?”

In February 2018, Janelle and Carter co-founded @WNBAKicks. And for the past year, the platform’s Instagram and Twitter accounts have served as the authoritative voice of sneakers in the WNBA despite not being officially affiliated with the league. Original video, interviews and, most notably, exclusive photos and videos of shoes players are copping and lacing up on and off the court — WNBA Kicks offers all this and more.

“We’ve never really had anything like WNBA Kicks,” said Seattle Storm point guard Sue Bird, a 17-year veteran and three-time league champion, in April at the 2019 WNBA draft. “Yeah, the WNBA page can post our shoes, but sometimes you need people on the outside, different voices, to show people what’s what. To have this separate page that’s completely independent, showing the sneakers that we wear and really our personalities, it’s crucial.”

WNBA Kicks has amassed more than 20,000 followers on Instagram and another 2,300 on Twitter. It’s an operation that quickly transformed into a legit media outlet after establishing a network of contributors in WNBA markets across the country and expanding its staff to include a head of marketing and digital strategist. Now, the start of the 2019 WNBA season brings the launch of wnbakicks.com, marking the next chapter for a platform that’s evolved from the unique vision of its two co-founders.

“WNBA Kicks has become that safe haven for WNBA players,” Janelle said. “We told them, ‘Trust us to tell your story and show how dope you are, and we won’t steer you wrong.’ … It’s not about athletic ability, sexuality or the themes you always see talked about surrounding the WNBA. It’s about the fact that these players have sneaker collections just as good as some of the guys, if not better. And here’s a platform — just for them.”

What makes WNBA Kicks so authentic is players in the league support the platform 100% by providing daily content.

“Whenever they need a photo of my shoes, I’m always open to sending it to them,” said Phoenix Mercury guard Essence Carson. “The check-ins, they’re great, especially when a lot of players are gone and playing abroad in the offseason. It’s a good way to keep the fans’ attention and have them interact with the players.”

When Young uploads a picture of the sneakers she’s wearing to her Instagram Stories, she often tags @WNBAKicks. Janelle will then reach out for the original image to post on the page. Sometimes, Young even sends photos to the account via direct message so the platform can exclusively share the latest shoes she’s picked up.

“The cool thing is you have players taking pictures and videos of their own shoes or their teammates’ shoes to post on that page,” said retired WNBA Hall of Famer and ESPN analyst Rebecca Lobo. “It’s not like they’re always posting themselves. The players are doing it for WNBA Kicks. I think that’s a really, really cool thing. It’s a partnership in a way.”

Sneaker culture in the WNBA has evolved quite a bit since Lobo played in the league from 1997 to 2003 and received her own signature shoe from Reebok, called The Lobo, during her rookie season.

“The only sneakers that were really covered back then were the Nike Air Swoopes, because Cheryl Swoopes was the first woman to have a signature shoe. That was a really big deal,” Lobo said. “In my generation, they didn’t even make women’s basketball sneakers. You figured out which men’s size you wore, because they didn’t even have them in women’s sizes. Sneakers in the WNBA weren’t really a thing. For the most part, everybody in the league wore the same style of shoe.”

The landscape has also changed since Carson and Young entered the WNBA more than a decade ago after being taken back-to-back with the seventh and eighth overall picks, respectively, in the 2008 draft. At the time, the WNBA was sponsored by Adidas, and strict uniform guidelines required players to wear league-approved shoes that were either predominantly white or black. Two years later in 2010, Instagram was founded as a social network that fostered creativity and expression while helping people transform into their own brands. And in the realm of style and fashion, Instagram became a place where both men and women could put on a display of their passion for sneakers.

“In previous years, women weren’t really looked at as sneakerheads,” Carson said. “But over the course of time, in the sneaker community, you’ve seen that change. As women move forward, so does the WNBA, because we’re women first and basketball players second. And now we have the platform to showcase that we can push sneaker culture even further.”

There’s a new era in the WNBA of players wearing whatever sneakers they want, whenever they want, due in large part to the emergence of WNBA Kicks in 2018.

@WNBAKicks co-founders Bria Janelle (left) and Melani Carter (right).

Simeon Kelley

“Last year, because of WNBA Kicks, people wanted to have more heat for games,” Young said. “They wanted to get that notoriety on social media. Like, ‘Oh, look what shoes she’s wearing!’ It made people who weren’t sneakerheads before want to bring out exclusive shoes or stuff that was more cool to show out. It became a popular trend, something to do.”

The latest and hottest releases, retros, customs, player exclusives. Basically, every shoe imaginable graced the hardwood of arenas across the league last season on the feet of WNBA players.

“The most unique thing we’ve did is attract the brands to the players,” Carter said. “So if brands said, ‘We don’t know if she has a following … we don’t know if she could help sell a product,’ we were showing them that they can. … It’s really about more than just sneakers.”

Janelle recalls a conversation she and Carter had with a sportswear company (the identity of which they chose not to disclose) in which they learned that the brand had sent out more pairs of sneakers to WNBA players last season than it did in the past 10 years. “Players were requesting shoes,” Janelle said, “because they wanted to be on the page.”

In the early days of the platform, Janelle and Carter wanted to ensure they acknowledged the players in the league with the hottest shoes. So last May, WNBA Kicks dropped its 2018 “Top 10 Sneakerheads List.”

“We really didn’t think it was going to be controversial,” Carter said. “It was more so like, ‘Let’s get this out there. Let’s let people know we’re here.’ When we released the list, people were like, ‘I didn’t make it? How am I No. 10? How am I No. 8? Why is she No. 1?’ Some players were mad. This was league news at this point. So it was like, ‘OK. This has to be our staple.’ That Top 10 list was the point that we can say the players really started paying attention, and the fans did too.”

The full list:

10. Monique Currie, Washington Mystics (now retired)

9. Elena Delle Donne, Washington Mystics

8. Breanna Stewart, Seattle Storm

7. Alex Bentley, Connecticut Sun (now of the Atlanta Dream)

6. Sue Bird, Seattle Storm

5. Erica Wheeler, Indiana Fever

4. Seimone Augustus, Minnesota Lynx

3. Epiphanny Prince, New York Liberty

2. Cappie Pondexter, Los Angeles Sparks/Indiana Fever (now retired)

1. Tamera Young, Las Vegas Aces

“When it got to No. 1, a lot of people didn’t expect it to be me,” Young said. “People didn’t know at the time how many kicks I had or how much I was into this. But it was a great feeling to know that something I’ve always loved I got notoriety for — even without having a shoe deal. I did this on my own. This is a hobby. I love sneakers. And I’ve always been that way, even since I was a little girl. I’m not just a collector. I wear all my kicks. So I thought it was superdope.”

Will she defend her crown in 2019?

“Of course. Not much has really changed. People have been showing all of their sneakers, but I don’t think anybody is topping me,” said Young, who in 2018, for the first time in her career, was posted on mainstream sneaker platforms such as @brkicks and @slamkicks. “WNBA Kicks started bringing different attention to us. I’ve never been a signed athlete, so people didn’t even know the type of heat I had.”

Hoping to capitalize on the trend of viral online challenges, the platform launched the #WNBAKicksChallenge, which encouraged players, broadcasters, coaches, fans and others to take a video showing off their collections, then dare others to do the same. The Minnesota Lynx’s Seimone Augustus, Indiana Fever’s Erica Wheeler, Chicago Sky’s Diamond DeShields and more active players partook, while retired WNBA stars such as Lobo, Tina Thompson, Dawn Staley and Lisa Leslie also got involved. ESPN sideline reporter Holly Rowe even did the challenge and showed off her favorite pair of sneakers, which were given to her by WNBA sisters Nneka and Chiney Ogwumike when Rowe was first diagnosed with cancer.

“WNBA Kicks is showing we got sneakers like P.J. Tucker, James Harden or Kyrie Irving,” said Seattle Storm guard Shavonte Zellous. “To showcase what we have is a blessing, so everybody can stop putting us in a box and expand their brains a little bit.”

WNBA Kicks has even put the NBA on notice. Tucker, Harden and their Houston Rockets teammate Chris Paul have all been interviewed by the platform, and Irving has reposted one of its videos to his Instagram. Future NBA Hall of Famer Dwyane Wade posted a picture of Young after she became the first WNBA player to wear a pair of his signature Li-Ning Way of Wades, ending the caption with @wnbakicks.

On Christmas Day in 2018, under the familiar-sounding handle, the NBA debuted its own Twitter and Instagram accounts dedicated to the sneakers that players wear on the court.

“We randomly saw the page, and it was verified,” Carter said. “I was tryna figure out who made it, and if it was an independent site like ours.”

That’s right — @WNBAKicks launched nine months before @NBAKicks. “A coincidence? I don’t know,” Janelle said. “The NBA has been around for so long. We started WNBA Kicks, then NBA Kicks pops up. It was like, ‘All right, well, somebody’s paying attention.’ ”

Yet, Janelle and Carter truly knew they had created something special when Lobo showed WNBA Kicks some love live on air during the 2018 WNBA All-Star Game.

“I’d been following them for a while and really enjoyed their content,” Lobo said. “In a production meeting, we said we were gonna come out of a commercial break and show some of the players’ shoes … so I knew I was gonna give them a shout. It feels to me that they’re the ones leading the charge in terms of exposing the fans to what the WNBA women are wearing. It seemed fair and only right that we let people know about them.”

So, heading into season two, what’s next for WNBA Kicks? The strategy seems to revolve around the platform’s newly launched website.

“Being a social media page is only going to get you so far,” Janelle said. “For us, the dot-com is what everyone respects. It was about wanting to have that next level. We wanted to be able to explain that we’re not just a fan page. We’re a full-fledged, running site.”

WNBA sneakerheads such as Young and Wheeler hope to see a stronger backing of the platform from the league.

“I don’t think the WNBA shines a light on WNBA Kicks as much as they should. I don’t think they give them enough credit,” Wheeler said. “WNBA Kicks knows what they’re doing. They’re up to date, they’re with the times. And they’re with us as players.”

WNBA Kicks has come a long way since Janelle paired those two words.

“To this day, I tell Bria, ‘Keep this going,’ ” Zellous said. “It’s really helping us … and it’s crazy because it’s kicks that are helping people get in tune with our league.”

Yet, if there’s one thing that the two co-founders of WNBA Kicks have never seemed to lose sight of, it’s that the platform is about much more than sneakers.

“Our whole purpose is to leave the league better than we found it,” Janelle said. “If we do our part, then we’re on the right track. How do we get more fans into seats? How do we get arenas full? If sneakers is the way, or at least a starting point, I think we can feel like we did something right.”