Once upon a time -- about 20-plus years ago to be a bit more precise -- two heavyweights were introduced to the burgeoning world of hip hop: De La Soul and Nike. One a rap group, the other a corporation, both wielding powerful influence on the evolution of a then young hip hop culture. De La Soul injected the sea of gangsta rap with forward-thinking rhymes and colorful beats, while Nike introduced equally colorful and progressive sneakers that became staples in every hip hop-a-holic's wardrobe. After a few successful and well-suited collaborations between the two powerhouses in the past few years, De La Soul has debuted their latest, the fifth album in the Nike+ Original Run Series, titled Are You In? and available exclusively on iTunes. The 45-minute track, a collaboration with mashup duo Flosstradamus, is designed to flow with the pace of a seasoned runner. De La Soul’s Kelvin Mercer (a.k.a. Posdunous) talks sneakers, music, and the creative freedom of working with Nike as the group celebrates the 20th anniversary of their debut LP, 3 Feet High and Rising.

A press conference is a strange beast: you go into a room with a bunch of other reporters, bloggers, writerly types, and anxious-looking PR people who seemingly outnumber the reporters. They don't, but it always feels like it. There's often some kind of song and dance before the person or product you're there to write about is rolled out, and then that person (or thing) comes to the stage, where you can ask questions about them (or it). Eventually, you're told the questions are done, you're handed press kits by the flacks, given some coffee (possibly some food) and sent on your way. This is more or less exactly -- exactly -- how the press conference for the newest installment in Nike's Air Jordan line went.

Now that Rafael Nadal has unseated Roger Federer as the number one seed, he's shifting into hot brand status, complete with a new look. Say goodbye to pirate pants and sleeveless tank. Since taking Federer at Wimbledon in July, the baseliner's management team is wasting no time in marketing his mojo in a brand new wrapper. "It is fair to say that it is more mature," says a Nike spokesman about his new toggery to be unveiled at the US Open. The company says that while the new outfits are more conservative, they will continue to reflect the Spaniard's colorful style.

As if it weren't enough to dominate the sports world, Nike is setting its sights on war. Why? Because war is big business -- Nike and the US Military collaborated on specially-designed boots for the United States Special Forces. The lightweight boots sport the Nike Free sole, which is nice and grippy. Then there's the added bonus of extra-long boot laces which, in a pinch, can serve as makeshift tourniquets. The boots look soft and squishy (and ugly). They're not the old-style steel-toed shit-kickers, but they're probably comfy and quiet for optimal scoping out of evildoers. "I would not say these are the best for kicking teeth in," comments the Weekly Drop. "But as far as light and keeping the sand and camel spiders out they are top shelf."

Adidas and Nike are facing off in a sneaker contest of Olympic proportions. As reported in the Wall Street Journal, both companies are racing to provide Beijing Olympic athletes with sneakers and shoes designed for their specific sport -- boxing, basketball, fencing, you name it. The prime time international exposure will then lead to a demand for the kicks available in a line geared towards regular folks. Adidas, the official sportswear sponsor of the Games, already has all its Olympic sneakers available online; Nike plans to offer a partial line.

Custom products have been hot for a while, ranging from Bedazzled cell phones to tricked-out cruiser beach bikes. Proof of this comes in the quirky little kicks made by Van Taylor Monroe. While I've never been a fan of sneakers off the court, these one-of-kind Air Nikes, which have designs ranging from Marley to Tupac to Ali, deserve an approving nod. My favorite: the Obama Air Nikes.

Concepts recently released their collaborative Nike SB "Lobster" Dunk sneaker, a limited-edition foot trap available here, exclusively. The design is, not surprisingly, inspired by the "seafood heritage of New England," says Sneaker Freaker Magazine—don't you dare judge us!—of the kicks that retail for $100 dowars a pair. As if that weren't catch enough, they're baiting everyone in with the promise of a wooden-crate box for the first 50 pairs sold.

Whether your running shoes merely act as slippers for your morning commute or fulfill their destiny blazing the trails of Central Park, they should be as influenced by your personality as the rest of your wardrobe. And with thousands of options in thousands of colors, you'd think the ideal color combo would be out there. Well, now it is—check out NikeiD, where you can choose from a whole slew of kicks, from basketball to dance to running, and customize every part of the shoe, from tongue to swoosh. After you've played fashion designer, a brief wait, and they're delivered right to your door.

This week's obsession is, hands down (or should I say, feet down?), the Nike+ iPod running partner. No, it's not tall, dark, and handsome. And it won't massage your barking dogs post-run, but it will provide you with unconditional support, up-to-date statistics, and a constant flow of motivational music. Simply stick the chip in your Nike+ running sneakers, pop on the iPod, and hit the road. The Nike+ gives you goals based on time, distance, and calories. And, as you run, it gives you periodic progress reports. My favorite part is what's known as the "power song," a track you choose prior to your workout that gives you that extra burst of motivation the last mile usually requires.

Jogging before there were iPods is like stalking before there was Google—how was it possible? Capitalizing on this aural fixation is Nike, who’ve commissioned some top athletes to coach runners while listening to custom-made playlists. Serena Williams’s mix boasts beat-thick tracks by Timbaland and Black Eyed Peas, while Lance Armstrong's favors riffs over raps with tracks by Weezer and Queens of the Stone Age, among others. The Nike Sport Music collection can be purchased on their website or on iTunes. We just have a quick question for Nike and Interscope, who chose "Loser" by Beck for Armstrong's mix: Really? We guess there’s no better motivation than a good ol’ fashion put-down.