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Academy Sports & Outdoors, Ltd. | Company Profile, Marketing Contacts, Media Spend, Brands

Academy Sports & Outdoors, Ltd. is the third-largest full-line sporting goods chain in the U.S. Headquartered in Katy, TX, the company has over 70 stores in the South and Southwest.

Main Telephone (281) 646-5200
Main Fax (281) 646-5204
Primary Address
565 South Mason Road
Suite 419
Katy, TX 77450

Academy Sports & Outdoors, Ltd. Contacts

Contacts (5/23)
Name Title State
J.K. S. Chief Executive Officer & President TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (281) 646-5200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 565 South Mason Road
Suite 419
Katy, TX

Ken A. Chief Operating Officer & Executive Vice President TX
Sam J. Executive Vice President, Retail Operations TX
Lawrence L. Vice President, Marketing TX
Elise H. Director, Communications TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Academy Sports & Outdoors, Ltd. ********

Agency Relationships

Brand Agency Service From To
******* ****** & ********, ***. *** ******* Creative 2016 present
******* ****** & ********, ***. ********** Media Buying, Media Planning 2017 present

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Score 74 – Account in Jeopardy: Academy Sports hires CMO to lead digital expansion

Subject: TV, outdoor, online, digital, video, sponsorship, print

Company: Winmo profile), Katy, Texas-based $4.6 billion sports/outdoor goods retailer with more than 200 stores throughout Alabama, Arkansas, Florida,Georgia, Indiana, Kansas, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, Oklahoma, South Carolina, Tennessee and Texas

Opportunity: Hired Lowe’s marketing veteran Tom Lamb as EVP and CMO, effective May 23, meaning an agency review is likely to occur by February 2017. As such, readers in the Southeast should start putting introductions together now since Lamb will certainly examine strategy and agency roster, among other areas, and potentially look to make roster changes after the busy back-to-school (BTS) and Christmas shopping periods. Southeast agencies with deep ommichannel marketing experience should have an advantage since Academy,

Similarly, digital sellers should start making introductions now since ad budgets should continue moving from traditional channels to direct response digital. Focus your pitch on key retail periods like Father’s Day, camping season, BTS and Black Friday/Christmas.

Furthermore, while Academy’s display activity has mostly targeted men, look for mom engagement to be up, especially around BTS. Retailers like this have a big opportunity to raise purchase frequency with the rising  outdoor/healthy lifestyle enthusiast segment, particularly families and women. Basically, given Lamb’s experience, look at how Lowe’s targets women in the traditionally male-centric home improvement space and follow a similar approach.  

We believe ad dollars are still coming out of Centro, Dallas. We’ll keep you posted if we hear differently.

Additional Insight

Experience: Lamb spent the last 17 years at Lowe’s, culminating as CMO. 

Media Spend: Academy has spent about $45 million annually on measured media since 2014, according to Kantar Media. Last year, most of this, almost $40 million, went to spot TV and newspaper ads. The remainder is mostly split between out-of-home and display. 

TV Breakdown: During the last 12 months, Academy’s national TV ad spending plummeted to $313,100 (see breakdown right) from $15.6 million over the same prior year period, reports. In fact, no national TV has run since January. 

Digital Breakdown: Meanwhile, Academy’s display activity has been higher this year compared to last, according to Moat. Banners, high impact and video ads have appeared on about 2,200 publishers (<1% mobile), 59% of which were placed programmatically versus site direct. Ads are appearing mostly on sports and news publishers. Top sites include,,,,,,, and

For comparison, during the same period a year earlier, banners, high impact and video ran on 1,520 publishers (2% mobile), 54% of which was placed programmatically. 

Winmo profile)
565 South Mason Road
Suite 419
Katy, TX 77450
(281) 646-5200

Tom Lamb 
Executive Vice President & Chief Marketing Officer (Officially starts May 23)
(281) 646-5200
Once he starts, format should be

John Hunewill
Vice President, Brand Marketing
Direct Dial:(281) 646-5848

Joanna Luu
Senior Digital Marketing Manager (manages display and video strategy)
Direct Dial: (281) 646-5498