Jimmy Iovine's marketing of Eminem to the alternative rock market was genius. Dude had Em perform on the 1999 warped tour, wear skateboarding clothes (milkcrate atlhetics tees and circa tshirts). Unlike other white rappers now who rock flat brim caps and soul patches and look kind of foolish, Em wore his caps with a curved bill like the rock kids did back in the late 90s. It really wasn't until Em hit it big that he started adopting more hiphop trends, wearing Jordan's and Nikes from 2001-and beyond.