'Heaven’s Luck.' Though it literally means fate set by the heavens, this term also captures a once-in-a-lifetime chance. In life, how many can seize this rare opportunity when it’s within reach? And how many can hold on to hope, grabbing a second chance when it seems like all is lost?

The financial crisis of the late 2000s shattered what was once a booming business. Former colleagues and friends helped him keep the business afloat just enough, and a decade later, he found success once again. This is the story of Choi Dae-hee, CEO of "X-Power Sports" (formerly Choice Marketing), who pioneered the team sports licensing business as the first Korean in the field.

“My grandfather was a scholar, having graduated from Oxford and served as the Secretary General of the National Assembly in Korea. My father was born into a family that was quite wealthy,” said Choi.

Although young Dae-hee excelled in his studies, he faced intense personal struggles during adolescence. After spending six months in a Buddhist temple, he returned to finish high school at Daekwang High School and entered Korea University of Foreign Studies in 1971 as an English major.

From Doctorate Dreams to Swap Meet Sales

“After being commissioned as an Air Force officer, my English skills landed me a position in the weapons sales and imports division,” Choi said. After leaving the military, he pursued a master’s degree at a public administration graduate school in Seoul and dreamed of becoming a professor. In 1985, he set off for Los Angeles with his wife and two young sons to pursue a doctorate.

Choi began his studies, but the family quickly ran out of money. To support them, he worked part-time near UCLA for minimum wage. With encouragement from others, he ventured into outdoor swap meets, selling T-shirts and toys. To his surprise, he discovered a talent for sales, and while juggling these responsibilities, he pursued an MBA in night classes at Cal State.

Discovering Team Sports Licensing

“In the 1980s, a company called ‘Sports Specialties’—the predecessor of Nike—led the team licensing business for professional baseball, basketball, and football merchandise,” Choi recalled. Recognizing an opportunity in 1987, he boldly approached the company’s CEO with a business plan to target minority markets. Impressed, the CEO offered him distributor rights, but he didn’t have any capital.

Choi started with just $300 in sample products, selling them at swap meets. His initial success led the CEO to lend him $50,000. “Then, in 1988, both the LA Dodgers and the Lakers won championships. The merchandise I had sold like hotcakes,” he said.

It was his first stroke of “heaven’s luck.” That same year, he launched "Choice Marketing" and bought his first home, achieving the “American Dream” after arriving in the U.S. with nothing.

A Blossoming Business Meets Financial Crisis

But with the financial crisis in 2008, Choi’s good fortune seemed to run out. He took out a large loan to set up kiosks in Edward’s theaters across the country to sell sports merchandise. But as the economy soured, the project stalled, interest rates soared, and the debt ballooned. He lost the company and even his home, and the stress led his wife to develop a rare autoimmune disease.

“Thankfully, long-standing business associates helped me continue by offering products on credit,” Choi said.

In 2012, he opened a small retail store called “Williams Sports” and, with support from Adidas, launched his wholesale business “X-Power Sports.”

A Stroke of Luck Amidst the Pandemic

Just as his business was recovering, the COVID-19 pandemic struck, causing shutdowns across the country. Yet, in 2020, the LA Dodgers and Lakers once again claimed championships together, boosting Choi’s business a second time. The Dodgers’ 2020 World Series victory further fueled sales, with X-Power Sports offering officially licensed Dodgers, Lakers, and Chargers merchandise.

Today, Choi’s business continues to thrive, with his self-designed products making up half of total sales.

“Carrying on a Legacy of Trust”

“There’s a saying, ‘luck is 70% of success, skill only 30%,’” Choi reflected. He cites a Bible verse from Romans 8: “All things work together for good.”

“In essence, money is not truly mine but only temporarily entrusted to me,” he said, emphasizing that trust and cooperation are what sustained his business. Choi’s current plan is simply to work with gratitude and joy as long as his health permits.

Choi, who has known both success and hardship, is also deeply involved in community service. In 2001, he began as the president of the Wilshire Lions Club, later serving as the regional director. Today, he remains active with the Koreatown Lions Club.

As his name became known in Korean American circles, Choi also took on leadership roles, serving as vice president for the Korean American Association of LA, the Korean American Festival Foundation, and more.

Choi, an alumnus of Daekwang High School and the Korea University of Foreign Studies, is active in alumni networks, now serving as the president of their Southern California chapters.

— By Sehee Roh

<Sehee Roh>