Academy Sports + Outdoors Drops $700K in Texas Promotions Ahead of Back-to-School Rush — Academy Sports and Outdoors, Inc.

Event summary

Academy Sports + Outdoors will give away $700,000 in promotional cards to Texas shoppers during its Line-Up to Win event on August 1, 2026.
The promotion targets the first 125 customers at all 117 Texas locations, with cards ranging from $20 to $100 for in-store purchases that weekend.
The event coincides with Texas' annual Back-to-School Tax-Free Weekend, aiming to drive foot traffic and maximize savings for families.
Academy highlights its broad assortment of national brands and private labels, including Nike, adidas, Brooks, and Carhartt.

The big picture

Academy Sports + Outdoors is doubling down on its Texas roots with a high-profile promotional push ahead of the back-to-school season, leveraging both national brands and private labels to attract budget-conscious families. The move underscores the retailer's strategy of combining localized marketing with value-driven assortments to compete against larger rivals in a critical shopping period.

What we're watching

Promotional Effectiveness: Whether the $700K giveaway will drive sufficient foot traffic and sales to justify the investment during a competitive back-to-school season.
Loyalty Program Impact: How Academy's myAcademy Rewards program and co-branded credit card will influence customer retention and spending beyond the promotional event.
Competitive Response: The pace at which competitors like Dick's Sporting Goods or Walmart may react with similar promotions in Texas or other key markets.