Sneakers have become an important part of hip hop (primarily Pumas, Nike, and Adidas) and rock 'n roll (Converse, Macbeth) cultures since the 1970s. Hip hop artists sign million dollar deals with major brands such as Nike, Adidas or Puma to promote their shoes.[15][citation needed] Sneaker collectors, called "Sneakerheads", use sneakers as fashionable items. Artistically-modified sneakers can sell for upwards of $1000 at exclusive establishments like Saks Fifth Avenue.[16] In 2005 a documentary, Just for Kicks, about the sneaker phenomena and history was released.[citation needed] Over 1000 people are killed each year over their sneakers.[17]