Academy Sports + Outdoors Launches Brooks Month Campaign with…

Event summary

Academy Sports + Outdoors launched Brooks Month from September 21 to October 18, 2026, featuring over 50 Brooks footwear styles and new apparel.
The campaign includes a community run event, 'Roll Call,' hosted by Loose Lace Run Club in Houston on September 19.
Online customers receive a $25 Academy eGift card with a $150+ Brooks purchase from September 21 to October 4.
Frank Fanelli, Vice President and Divisional Merchandise Manager, emphasized the partnership's role in supporting runners of all levels.

The big picture

Academy Sports + Outdoors is reinforcing its position as a key retailer for performance runners through its Brooks Month campaign. The event underscores the growing importance of community-driven marketing in the sporting goods sector, where brand partnerships and experiential retail are becoming critical differentiators. With over 300 stores across 21 states, Academy's strategy aligns with broader industry trends favoring localized engagement and value-driven promotions.

What we're watching

Partnership Effectiveness: How Academy's deepened collaboration with Brooks will impact sales and customer retention in the performance running segment.
Community Engagement: Whether the 'Roll Call' event and similar initiatives can sustain long-term brand loyalty among runners.
Promotional Impact: The pace at which the $25 eGift card promotion drives incremental Brooks product sales during the campaign period.