The Champs store in Miami DJ Khaled

DJ Khaled, who has ascended to a new level of fame thanks to Snapchat, used to work at the Champs Sports Orlando, Fla., location. Now he has his own, invite-only Champs store in Miami. “At Champs Sports, my paychecks went to records, to turntables, to drum machines. When I used to work there, I used to have my mixtape with me and put it in the shoe box. Now I’m the ceo of We the Best, I have a number-one album and when you write my story you have to put Champs in there,” said Khaled. The 525-square-foot shop will serve as a hangout spot for Khaled’s connected friends, and a venue for him to conduct celebrity “cloth talks,” which will be streamed across Champs’ digital platforms. This is all a part of Champs’ “We Know Game” campaign, which targets ambitious high school consumers. “Advocacy is at the center of the brand strategy for Champs Sports,” said Patrick Walsh, Champs’ vice president of marketing. “Our customer is driven by the desire to win in the game of life, but understands his or her journey will be filled with many challenges. We have the ability to inspire and assist our consumers in the pursuit of their passions.”

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