August 29, 2012, 4:36 PM

Champs Sports gives shoppers SWAG

The sports apparel and equipment retailer launches a digital, shoppable magazine.

Katie Evans

Managing Editor, International Research

Lead Photo

Champs Sports has launched a mobile commerce app that doubles as a digital magazine. Called SWAG (Stylish Ways to Acquire Game), the free app is designed to give teen athletes and fans an inside look at the lives and interests of their favorite athletes and the people who influence sports culture.

The quarterly digital magazine is available on the iPhone and iPad and also on Android devices through Google Play.

Consumers can tap items on pages of SWAG to be directed to Champ’s mobile site where they can purchase an item direct from the product page or see a list of nearby stores where they can purchase it.  Readers also can access pop-up menus to buy the gear worn by featured athletes and can view and buy from a collage showcasing new athletic outfits in a section called “The Blueprint.”

“We think SWAG will be the kind of portable content that engages teen athletes on their terms—mobile, interactive and ultimately useful,” says Frank Bracken, vice president of marketing for Champs Sports. “SWAG takes a look into the lives and interests of today’s biggest athletes and celebrates the people who inspire sports culture in a unique way that speaks directly to teens.”

The inaugural issue of SWAG features NBA player Kevin Durant on the cover. In his profile piece, Durant talks about taking on his brother in basketball as a kid, his taste in hip-hop music, his favorite hometown hangout and advice for up-and-coming athletes. The exclusive content was captured during Durant’s 2012 playoff run with the Oklahoma City Thunder.

The fall issue features videos and articles with 2010 American League MVP Josh Hamilton of baseball’s Texas Rangers, Detroit Lions quarterback Matthew Stafford and Milwaukee Bucks’ basketball player Brandon Jennings. It also follows sport-inspired artist Gabriel Urist, a jewelry designer who has created an entire collection based on the new Brooklyn Nets logo. Famous rapper Snoop Dogg also gets some love in the issue, as he discusses what he packs in his travel bag when he hits the road.

Champs Sports is owned by Foot Locker Inc., No. 91 in the Internet Retailer Mobile Commerce Top 300. The app was developed by creative agency Zambezi.


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