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

BRADENTON, Fla. - (BUSINESS WIRE) - 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 http://bit.ly/Wy332r.

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.