Champs Sports
DJ Khaled Activations

The Challenge

Champs was looking to win the sneaker game, but with a lifestyle market getting more and more competitive, they were up against giant retail brands with deep pockets. Champs needed to up their sneaker game to break through the noise and make Champs the go-to for major sneaker releases.

The Idea

In order to stand out from the major retailers with big national launches, we brought something different to the lifestyle arena and focused on local markets and heroes to make a direct connection between Champs and sneakerheads. We tipped off a series of local activations around the country that inspired our audience to show their personal form of game and build the hype from grassroots up.

The Work

To kick things off, we partnered with local icons and influencers – across Atlanta, Harlem, Miami, and the Bay Area – to create bespoke events.
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  • Secure The Bag – To build hype around a special-edition Timberland x DJ Khaled release, we sent Gerard Flores of Sole Collector and Hot 97’s Scottie Beam in a gold Dunbar Armored security truck to deliver boots to select influencers. Some lucky recipients included Cardi B, Big Sean, Russ Bengtson, and PnB Rock.

  • Secure The Bag – To build hype around a special-edition Timberland x DJ Khaled release, we sent Gerard Flores of Sole Collector and Hot 97’s Scottie Beam in a gold Dunbar Armored security truck to deliver boots to select influencers. Some lucky recipients included Cardi B, Big Sean, Russ Bengtson, and PnB Rock.

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Curry Ops – We launched Stephen Curry's new signature shoe, the Curry 3, with an event and pop-up store in San Francisco. It was an immersive experience, featuring a 3-on-3 basketball tournament, 360° photo booth, barbers, a mural wall by luminaries, a surprise French Montana performance, and a visit from Curry himself.

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Flu Game – In the spirit of Michael Jordan’s unforgettable Flu Game performance, we surprised select influencers and loyal followers in Harlem with premium Air Jordan 12 “Flu Game Kits,” hand-delivered by Laura Stylez on release day.

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Game On Air – We enlisted DJ Khaled to surprise Atlanta high-school students at the top of their game with newly released Air Maxes. We spread the hype to Harlem with a live window mural by A$AP Mob’s “Picasso of Harlem,” Jay West.

The Impact

Our ground game in key local markets proved that Champs knew their core audience like no other brand could. We created local hype in key communities that bubbled up to the national level, and as a result, we outplayed our big brand rivals. Secure the Bag metrics Mens total Timb went from from -23% to +3% YOY week of launch and then +21% YOY week after launch. Kids total Timb went from -31% to -10% YOY week of launch then +13% YOY week after launch.

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