EXEC: Academy’s Chief Merchant Talks ‘Better, Best’ Push, Commitment to Newness

Why It Matters

The shift toward premium assortments and operational efficiencies positions Academy to outpace rivals, sustain sales growth, and improve margins in a competitive sporting‑goods market.

Key Takeaways

• Academy targets 5% sales growth, 125 new stores by 2030.
• "Good, better, best" mix now roughly 50/50 between value and premium.
• Private-label portfolio expanded to 19 brands across apparel and hard lines.
• In‑stock rate improved 500 bps; RFID rollout covers 50% soft lines.
• Jordan Brand launch expands to 55 more stores, boosting premium appeal.

Pulse Analysis

Academy’s renewed focus on a tiered "good, better, best" assortment reflects a broader industry trend of moving beyond pure value retailing. By positioning itself as a one‑stop shop for a customer’s entire sporting journey—from a child’s first tee‑ball bat to a seasoned marathoner’s elite footwear—Academy deepens loyalty and captures higher‑margin sales. The strategy leans heavily on premium partnerships, such as the Jordan Brand rollout, and exclusive offerings like Hyrox, which differentiate the chain from discount‑oriented competitors and attract higher‑income shoppers seeking quality and variety.

Operationally, Academy is tightening its supply chain and inventory visibility. A 500‑basis‑point lift in in‑stock rates was achieved by pruning underperforming SKUs, expanding RFID tagging to half of its soft‑line inventory, and piloting electronic shelf labels with pick‑to‑light capabilities. Coupled with sophisticated markdown and promotion optimization tools, these initiatives reduce clearance depth, protect gross margins, and ensure customers find the right product when they need it—key factors in a market where convenience and availability drive purchase decisions.

Looking ahead, the retailer’s growth blueprint combines brick‑and‑mortar expansion—125 new stores by 2030—with a push to raise e‑commerce’s share of sales to 15%. This dual‑channel approach, reinforced by a diversified brand mix and private‑label depth, equips Academy to capture both the traditional outdoor enthusiast and the emerging “better‑than‑basic” consumer. As youth sports participation climbs and older adults explore new activities, Academy’s broad category footprint and emphasis on newness position it to capitalize on shifting consumer habits and sustain earnings momentum.