Because the story that follows is really about Joseph Simmons -LRB- '' Run '' -RRB- and Darryl McDaniels -LRB- '' D.M.C . '' -RRB- , two working-class kids from Hollis , Queens , who became the first rap artists to have a platinum album , the first to have an endorsement deal with Adidas and arguably the first to legitimize hip-hop in the minds of rock 'n ' roll fans .