Repackaging a big-box retailer
The situation:
Academy Sports + Outdoors, now a leading sporting goods retailer with annual revenues over $4.7 billion, was at that time a family business that had just been purchased by private equity, eyeing an IPO and aggressive expansion. Despite years of steady growth, Academy’s brand was uninspiring and all marketing was product-focused. It’s tagline, “Right stuff, low price, everyday” was convoluted, and the brand identity hadn’t received a fresh coat of paint in decades. To move in on territory dominated by Dick’s Sporting Goods, Academy needed to stake out a clear position.
The insight
People shop at Academy because it’s unpretentious and unintimidating. You don’t have to be a peak athletic performer looking for high-end technical gear to feel comfortable in the store. Sure, they have products at all price ranges if you need it. But Academy is for the soccer moms and the backyard grilling dads. It’s for the kids who just want to go outside and do something fun.
The strategy
We threw away the meaningless “right stuff” language. Instead, we got to the heart of what the brand is about, which is helping friends and families make memories without thinking about their economic status. A new “For All. For Less.” tagline summed it up, and a refresh of typefaces brought a more cheerful vibe to the brand. The central theme of “fun” enabled Academy to connect with customers from all regions and walks of life around something we can all appreciate.
I led the development of this full-page ad that ran in Louisiana, commemorating the hurricane Katrina tragedy.
Find brand purpose.
I’ve helped dozens of brands cut through the noise.
Wesley Gant 