Academy Sports + Outdoors New Campaign Combats Elitism

KATY, TEXAS (May 3, 2017) - It may be the all-stars who get the glory, but "For All. For Less.," the new brand campaign from Academy Sports + Outdoors, recognizes that everybody has game and features people of all skill levels running, playing sports, fishing, hunting, and camping.

In their debut campaign for Academy Sports + Outdoors, FCB Chicago created work rooted in the idea that the joy of sports and the outdoors should be accessible to everyone.

"The conventions of the category tend to chase the image of the elite athlete and focus on the sacrifice and determination required to be one. We wanted to create work that didn’t just speak to the .0001% of those who are actually elite athletes," Jon Flannery, Executive Creative Director at FCB explains.

The campaign includes outdoor billboards, print, radio, digital, in-store collateral and several television commercials including; "Make it Happen", "Legs" and "Lures" featuring various spring sports and outdoor activities while celebrating the notion that everyone should play, without being intimidated by the elitism that is too often associated with sports.

"At Academy Sports + Outdoors, we believe there should be a store with gear for every skillset, body type, and dream — all for an everyday low price that everyone can afford," said Academy Sports + Outdoors Executive Vice President and Chief Marketing Officer Tom Lamb." That’s exactly why we are so excited about the "For all. For less." campaign."

Academy Sports + Outdoors continues to expand across the U.S., with new store openings already underway.

About Academy Sports + Outdoors

At Academy Sports + Outdoors, we make it easier for everyone to enjoy more sports and outdoor activities. At each of our 230+ locations, we carry a wide range of hunting, fishing and camping equipment, patio sets and barbeque grills, along with sports and recreation products, at everyday low prices. For all. For less. For more information about Academy Sports + Outdoors visit

Certain statements in this press release constitute "forward-looking statements," which are not historical in nature and are identified by the words "intend," "will" or other similar expressions. These forward-looking statements are dated as of today and are based upon currently available information and our current expectations and assumptions. Forward-looking statements are subject to significant uncertainties that could cause actual outcomes to differ materially from our present expectations. We assume no obligation to update these statements to reflect events or circumstances after the date of this press release.