Market Overview

New Partnership Teams with Champs Sports to Produce Innovative Content & Marketing Programs


This holiday season, two of the biggest names in sports culture – LeBron James and Champs Sports – are joining forces to execute a fully integrated digital content, consumer engagement and e-commerce partnership.

As part of a first-of-its-kind partnership, James will star in a four-part video cover story in the next issue of SWAG, the new digital publication from Champs Sports. The magazine features original content that gives teen athletes and fans a unique look at sports culture through the eyes of today's most relevant athletes and entertainers. The issue featuring LeBron will be available on December 10 on iTunes at

His video series, titled “SWAG16,” features a list of James's 16 favorite things, which was compiled through a series of interviews with friends and family who know him best. Those must-have things – including Twitter, fresh haircuts, NFL Sundays and the ‘90s sitcom Martin – are pitted head to head in a bracket-style showdown as James is quizzed by comedian Jerrod Carmichael to reveal the one thing he couldn't possibly live without.

Before SWAG magazine goes live in December, will play host to an exclusive SWAG16 Bracket Contest, which centers on a clickable interactive game. The game gives consumers the chance to enter to win a pair of signed Nike LeBron X shoes. also will include ads directing visitors to a branded microsite on where they can purchase the latest LeBron James sneakers, apparel and accessories. The partnership also will be cross-promoted through digital and social media marketing, as well as influencer outreach and paid advertisement.

“LeBron James is the athlete who most resonates with the core Champs Sports customer, so partnering with him to produce original content and integrate marketing efforts across both brands is a tremendous opportunity for us,” said Frank Bracken, vice president of marketing, Champs Sports. “And LeBron's digital footprint is so large, active and culturally relevant, that it allows us to integrate our brand content and engagement programs into his digital platforms in such an organic and natural way.”

"We are very excited about this new partnership with Champs Sports. It helps us tell an original story about LeBron by connecting directly with fans through our digital and social platforms," said Maverick Carter, CEO of LRMR. " is a community of fans who share LeBron's love of sports, entertainment, technology and fashion. SWAG16 from Champs Sports is the perfect content partner for our site because it's an authentic and engaging way for fans to hear directly from LeBron. We are always looking for new ways to work with partners and SWAG16 is an important model for what we are doing in the digital space."

Fast Horse
Dave Fransen, 612-360-8824
Andrew Miller, 612-819-7000

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