Academy Sports + Outdoors Selects FCB as Agency of Record

KATY, TEXAS (December 8, 2016) – Academy, Ltd. (d/b/a Academy Sports + Outdoors), a premier sports, outdoor and recreation lifestyle retailer, has selected Foote, Cone & Belding (FCB) as the company’s Agency of Record. The Chicago office of FCB will partner with the Academy team to develop overall brand positioning and a marketing communications strategy with a focus on driving awareness and sentiment, traffic and sales.

“As we expand from a regional to a national retailer, we need a partner and support team that understands how our brand translates to sports and outdoors enthusiasts in new and different geographies,” says Tom Lamb, Chief Marketing Officer, Academy Sports + Outdoors. “We believe FCB provides Academy with the best combination of strategic leadership, creative excellence, retail experience and a fundamental understanding of the consumer landscape.”

FCB has a broad range of capabilities, including digital and traditional creative, in-house production and content development, in-store experience and retail design, along with sports marketing expertise. The company believes these world-class agency capabilities will serve Academy well in its ongoing expansion effort.

"Academy has an incredible foundation in the South, and we believe the brand has the potential to build on this and offer consumers something truly unique in the sporting goods and outdoor categories,” said Michael Fassnacht, CEO and president of FCB Chicago.

Academy awarded its account to FCB after an extensive agency review process.

As a fully integrated partner, FCB will collaborate with Academy to drive strategy development to elevate the brand and creative across all channels, manage media production, market research and competitive analysis.

About Academy Sports + Outdoors
Academy Sports + Outdoors is a premier sports, outdoor, and recreation lifestyle retailer with a unique assortment of quality hunting, fishing and camping equipment and gear along with sports and leisure products, footwear, apparel, patio sets, barbecue grills and much more. The $4.6 billion company operates over 225 stores throughout Alabama, Arkansas, Florida, Georgia, Illinois, Indiana, Kansas, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, Oklahoma, South Carolina, Tennessee and Texas, where the company is based. The Academy Sports + Outdoors philosophy is to deliver an unparalleled shopping experience by providing convenience, offering a broad selection of quality products, delivering exceptional customer service and selling the right stuff at everyday low prices. For more information about Academy Sports + Outdoors, visit,,,, and

About FCB
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people, and society. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).

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 forwardlooking statements are dated as of today and are based upon currently available information and current expectations and assumptions. Forward-looking statements are subject to significant uncertainties that could cause actual outcomes to differ materially from present expectations. The companies assume no obligation to update these statements to reflect events or circumstances after the date of this press release.