It's always been a thing. Adidas were in in the late 80s, then overnight, it became Kappa (leading the the rather unkind term Kappa Slapper being heard rather a lot). Then I lost track, but Kangol were in for a while and Adidas have had their resurgence. It all seems to go in cycles with something being in favour for 2-3 years before becoming extremly uncool.