Champs Sports
We Know Game + DJ Khaled

  • Branded Content
  • Partnership Strategy
  • Social Activation

The Challenge

When Champs came to Translation in 2013, they were being outplayed by sports retailers with more money, more product, and more star power. So we created an authentic image giving Champs credibility on and off the court, inspiring their fans, and forever changing their sneaker game.

The Idea

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We recruited hip-hop MVP DJ Khaled as our chief brand ambassador. As a sneaker enthusiast and former Champs employee, DJ Khaled knew exactly how to speak to its young, marketing-savvy audience.

The Work

First, we built a one-of-a-kind retail store right inside DJ Khaled’s personal music studio in Miami, Florida. We celebrated the opening with an exclusive launch party with some of Khaled’s biggest celebrity friends. The store became a studio to launch original content like the “The We Know Game Show,” a talk show for young sneakerheads and famous athletes to help inspire game. It was a huge success, garnering millions of views and further putting Champs on the board of authentic sneaker culture. Champs had created a game of their own.
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The Impact

6,464,190

Snapchat Impressions

10,432,121

Twitter Impressions

13,000,000

Instagram Impressions

2,000,000

YouTube Views per Episode

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

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NBA —
From Hype to Heart

NBA —
From Hype to Heart

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Beats by Dre —
The Shop

Beats by Dre —
The Shop

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State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

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HBO —
The Defiant Ones

HBO —
The Defiant Ones

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Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

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Get in
touch
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San Francisco, CA 91407