The goal: elevate Academy Sports + Outdoors stores to Marketplace Transformation (MPT) partnership level through assortments, environment, and Nike services. The approach was to target the Academy consumer—the athletically-minded family that participates in team and individual sports at all levels—by creating and elevating distinct Nike destinations within Academy’s men’s, women’s & young athlete apparel pads, as well as the footwear and equipment areas.

Academy’s existing fixture system was incorporated and clad in custom headers and side panels to align with Nike’s existing Varsity fixture program. Product is merchandised to maximize capacity, while creating several initiative zones for seasonal innovation storytelling. Cross-merchandising, distinct destinations and product superiority communication leverage the seasonal sport calendar & “Gear Up” initiatives.