We're customer-friendly. I've been doing this for 12 years. I think people want to deal with people who know they're going to be there the next time they come down.

This is a specialty business, and people will drive for their hobbies.

Most of my younger customers don't buy comic books. They buy the card games because they're more interactive.

We spend anywhere from $2,000 to $3,500 each Wednesday on new comic books between both stores.

Pro players are bigger, faster, more technical and more committed. The first thing you notice is that people try harder. You get paid if you win, and you don't get paid if you lose. That really gets guys going. ... You don't lose a scholarship if you lose [in college], so the mentality is very different.

The campaign is very high impact in the sense that there is a personal involvement with the people who see the shirts. They will think about the statistics instead of just seeing a regular shirt and walking on.