DJ Khaled’s Champs Store: Only In The Internet Era


DJ Khaled. Snapchat mogul. Record producer. Well-connected businessman. Champs Sports store owner.

What, what? DJ Khaled, Champs Sports store owner? Yes, you read that right. Your eyes are not deceiving you. DJ Khaled “owns” his own Champs Sports store. How’d this come about? Valid question.


Khaled has recently established a reputation for himself as a major player in the sneaker game. Although his knowledge of shoes might be somewhat questionable, his penchant for coming up with funny names for his kicks and his lovable bombastic banter have made him a celebrity in the sneaker world.

He used to work for Champs before he hit it big in the music scene … and now things have come full-circle, as Champs has gifted him his own store, where he can invite his famous friends to hang out, talk, and presumably cop some kicks if they’re so inclined. Everyone from Diddy to Ma$e to Rick Ross (and many more) were at the “opening” of his store, and it’s been making quite a lot of noise in the sneaker world.


We’ve got to say, the whole thing is somewhat astounding. Only in the Internet era would a personality be gifted with his own sneaker store (that’s more like a clubhouse than an actual business) by a corporation the size of Champs. Marketing sure has changed since the days of TV and Slam Magazine ads, and it’s been terrifically interesting to watch.

Where do we go from here? Will Champs have segments where DJ Khaled interviews a guest? Will his store be blessed with exclusive releases? Will it be quietly folded in 6 months? Nothing’s for sure … but something captivating is bound to happen sooner or later. We’ll be sure to stay tuned.


What do you think about DJ Khaled’s special Champs store? Do you think it’s genius, or another ham-handed marketing ploy? Let us know in the comments or on Twitter, check our Facebook page for daily updates, and, as always, be sure to follow us on Instagram for all the fire sneaker pictures you can handle.


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