In the 2000s, the advent of "bling" culture saw established luxury brands make inroads into the market, with Burberry, Gucci and Fendi making appearances in hip hop videos and films. The most popular shoe of the era was the Nike Air Force 1, immortalized in the song by Nelly, then the fashion clothing manufacturers began to follow the streetwear companies co-opting the idea of very limited edition capsule collections, now known as "drops", using social media and product scarcity as marketing tools.