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 he 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.

We started our campaign via Twitter, with DJ Khaled revealing his history with Champs Sports, and with Champs acknowledging Khaled with a tweet congratulating him on his success. Khaled then responded to Champs and invited the brand to collaborate in the near future. After seeding this conversation in social media, we started teasing out the idea of building a store inside Khaled’s house through a content campaign. We then broke ground inside Khaled's studio and, once the store was ready, we launched an opening party with his celebrity friends and the public alike. From there Champs and Khaled leveraged the space to premiere the brand’s episodic holiday campaign and other brand activities.

The DJ Khaled Champs Store campaign helped us reinforce Champs Sports as an innovative company that understands its landscape and consumer and helped us engage with them in ways that have never happened before. Because of the impact of the campaign, Champs has gained leverage in its negotiations with shoe companies, becoming one of the premier shoe retail chains in the country.

The results of the campaign were nothing short of spectacular:

- +6 million Snapchat geofilter views

- +30 million social impressions

- +75 million PR impressions

- Retail sales were +10% YOY

- Site traffic at champssports.com was +17% YOY