In 1999, he founded M.Dia, a new brand of sport clothing with his own savings in Sarcelles, in the outskirts of Paris. French popular rap groups such as Secteur Ä or Ministère AMER supported him and spread his brand wearing his products. That attracted the attention of French mass media which soon depicted him as some sort of role model for youngsters from impoverished neighborhoods.
In 2001, he signed a license with NBA and created a new textile collection : NBA by DIA. That allowed him to enter the American market and then to open his first shop in the United States in 2004.
He now owns one of the most dynamic French sports clothing brand with a 16-million-euro revenue (nearly 24 million dollars) in 2007.