DJ Khaled’s Champs Sports Store.
To connect with our key demographic, we decided to enlist one of the biggest stars for this demographic, hip-hop mogul and Snapchat mega-celebrity DJ Khaled. What few people know is that Khaled is a former employee of Champs Sports, and started his career by hiding his mixtapes in the shoeboxes that Champs was selling. Khaled is also one of the most famous sneaker freaks in the country. These two factors made him the perfect choice for our campaign. To kickstart this collaboration, we decided to honor his past by opening a new Champs Sports store inside his very own studio in Miami.