FCB Chicago Launches First Work for Academy Sports + Outdoors Store

By Erik Oster 

Back in December, Academy Sports + Outdoors (which spent $45.5 million in measured media in 2015 and $14.8 million in the first half of 2016, according to Kantar Media) named FCB Chicago as the first-ever creative AOR for the Houston-based retail chain. The appointment concluded a review launched last summer.

Now the agency has launched its first campaign for the client. “For All. For Less.” is centered around a trio of 30-second broadcast spots.

“Make It Happen” guarantees “the best brands, the lowest prices,” no matter what your game or experience level is. A wide range of sports and outdoor activities are shown, from baseball, running and basketball to fishing and hunting. You’ll find all kinds of athletes and outdoor enthusiasts from “tall shortstops” and “short shortstops” to “marathon runners” and “twice around the block runners,” without a celebrity appearance in sight.

Another spot, “Legs” continues the themes of accessibility and variety by mismatching the tops and bottoms of enthusiasts of these various outdoor activities, while “Lures” seeks to appeal to fishermen and fisherwomen of all stripes. The campaign also includes digital, OOH, print, radio and in-store executions.


“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,” FCB executive creative director Jon Flannery explained in a statement released to LBB.

“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,” added Academy Sports + Outdoors executive vice president, chief marketing officer Tom Lamb. “That’s exactly why we are so excited about the ‘For all. For less.’ campaign.”