Authentic Branding: Start Your Own Magazine!

When we hear the name Champs Sports, we think of the chain store we visit whenever we need to buy a sweatband for our Sunday kickball league game (just kidding, we’re not that bad). At any rate, we certainly don’t think of “exclusive” original content. Yet the company thought enough of the potential value of branded media to create its own free “interactive magazine”, complete with the tell-me-you’re-joking name Stylish Ways to Acquire Game, or SWAG.

This week the company released the second edition of its experiment in editorial branding—and the mag (available on iPad or Android) does indeed feature interviews with some big names like LeBron James, rapper 2 Chainz and Gary Busey (how is he still around?!?), all of whom are eager to spread their own brands around the digital space.

So

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