FCB Chicago Campaign for Academy Sports + Outdoors Store Combats Sport Elitism

It may be the all-stars who get the glory, but “For All. For Less.”, the new brand campaign from Academy Sports + Outdoors, recognises 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.