(AllHipHop News) Champs Sports has launched a new national television campaign teaming up with G.O.O.D. Music and Atlanta rap superstar 2 Chainz.
Promoting the Fall/Winter 2012 I Deeda color collection for Adidas Originals, Champs Sports kicks off the campaign today (November 21st) encouraging consumers to take advantage of the brand’s wide array of color options across the footwear and apparel categories.
The program, part of the Adicolor concept which launched in 1983 as customizable sneaker kit, continues to represent color and the idea of dressing in head-to-toe hookup in various colors.
The :15 and :30 spots feature 2 Chainz talking about his game on and off the court, set to 2 Chainz’s song “I’m Different,” a new release from his album Based on a T.R.U. Story.
In addition to the media and retail components of the campaign, a digital ‘game’ will be released on the Champs Sports Facebook page tomorrow where consumers can control an 8-bit 2 Chainz character navigating the court, mall and street in an effort to save the world from being robbed of its color.
2 Chainz was personally involved in creating the online game, providing voice-over and creative feedback throughout.
On their way to competing for the highest score, consumers can shop adicolor looks and even download sound bites from 2 Chainz at several completion milestones.