A major storyline in hip-hop this year has been Migos’ breakthrough into the mainstream. Since coming onto the scene in 2013 with their braggadocio trap bars and quick triplet flow, the trio has always hovered within the “up next” phase, not yet breaking into the superstar tier of rap. Then with hit mega hit “Bad & Boujee” and a very public shout out from Donald Glover, Migos rose to the pinnacle.

Now with commercial success, Migos find themselves collaborating with non-trap artists like Calvin Harris and Katy Perry and connecting with big brands looking to ride their wave. Champs Sports and Under Amour recently tapped Quavo, Offset, and Take Off to provide the soundtrack to “The Moment”, a new campaign inspired by Atlanta Falcons wide receiver Julio Jones. For “The Moment”, Migos produced a song fittingly titled “11 Birds”, paying respect to Jones’ rise to becoming one of the premier wide receivers in the NFL. Though the Falcons choked in these past year’s Super Bowl, Migos still have immense pride for their hometown team.

In the music video for “11 Birds”, you can see Under Amour’s new Threadborne Shift shoes sharing the spotlight, threading the already tight connection between sneaker, sports, and hip-hop. Among retailers, Champs Sports positions itself as a brand that’s ingrained in sneaker/ sport culture and lifestyle, so the collaboration with Migos makes good sense. However, Under Amour probably wouldn’t be able to pull off this campaign solo, as UA dramatically lacks that cool factor that rivals Nike and adidas have (remember the backlash the Curry sneaker recieved?). But by partnering with the retail partner with more credibility, it works. Maybe the next step is signing Migos to a sneaker deal? Looked Kanye did for adidas.

Check out the video for Migos x Champs Sports x Under Amour’s  “11 Birds” below featuring Julio Jones.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.