November 30, 2012 | Shay M.
Champs Sports has teamed up with southern rapper 2 Chainz—who, before entering the rap game, was a talented college basketball star—for a new television campaign. Champs' motivation for the campaign is to hype the upcoming adidas Originals apparel and footwear winter collection—exclusively available at the sporting goods store. (Check out the latest adidas news.) The collection is part of the adidas adicolor concept, which launched in 1983 as a way for consumers to assert their individuality by customizing their sneakers.
With his song "I'm Different" playing in the background, the Atlanta rapper reflects on his game, both on and off the court, in 15- and 30-second ad spots for the apparel retailer. In the longer version, 2 Chainz walks through a Champs Sports store and into packed concert venue where he begins performing for fans.
"I remember playing basketball on the courts of my hometown College Park, and when I stepped on the court, you were in for a show," says the rapper in the commercial. "But I was looking to play a different game—and when I finally stepped onto my true arena, the whole world recognized it. I know game."
(See where 2 Chainz plays on STACK's All Hip-Hop NFL Team.)
In addition to the television ads, 2 Chainz linked up with the retailer to create a digital game, the object of which is to navigate an 8-bit character based on the MC through various venues in an effort to save the world before it's robbed of its color.