DJ Khaled has always been Mr. Clean when it comes to protecting and preserving his world-renowned sneaker collection—now at 10,000-plus pairs and valued at more than $8 million. But now the music connoisseur/Snipes chief creative officer is kicking that cleanliness up a notch as the proud owner of an at-home Imbox Protection machine. The device features a proprietary water-based formula that is free from forever chemicals and that protects against water damage, dirt, stains, and color fade on suede, leather, textiles, nubuck, and synthetics.
“When you collect your kicks the way I do, protecting them isn’t optional—it’s a major key,” says Khaled. “We have the Imbox in our We The Best x Snipes South Beach store, and I’m looking forward to having my own Imbox machine at home so every pair in my collection is properly protected.”
“DJ Khaled represents everything Imbox Protection stands for: the belief that your footwear deserves professional-grade care,” says Oliver Hede, vice president of sales for Imbox Protection. “If anyone’s sneaker collection warrants their own Imbox machine, it’s DJ Khaled.”
Not only is Khaled a self-described “sneakerhead from birth,” Hede says the at-home collaboration is a fitting tribute to Snipes, the first U.S. retail partner of Imbox Protection, a Denmark-based company. Khaled has been the sneaker and streetwear chain’s chief creative officer for the past five years. “It brings the Imbox-Snipes connection full circle—from the retail floor to the home of sneaker culture’s most prominent ambassador,” he says, adding that the one-of-a-kind home unit underscores the cultural impact Imbox is making in the world of sneaker care. “This collaboration is a key storytelling tool about the importance of protecting your footwear by a cultural icon like DJ Khaled, with his 39 million followers on Instagram.” Hede says. “Khaled has collaborated with Jordan Brand on multiple collections, including the iconic We The Best Air Jordan 5 Series, and has used his massive social media presence to champion sneaker culture at the highest level.”
Imbox Protection machines are currently available at 1,500 locations across the U.S., including DSW, Dillard’s, Rack Room Shoes, Famous Footwear, Dick’s Sporting Goods, Scheels, and Fleet Feet. Each Imbox treatment takes just one minute and costs $8-$10 per pair. The shoes are ready to wear immediately after treatment.
Since debuting in 2013, Imbox Protection has placed 10,500 units in stores in 41 countries. To date, 200 million treatments have been performed. That said, Hede believes Imbox Protection is just getting started. “We project exponential growth, both online and in brick-and-mortar stores, in the years ahead,” he says.
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