Academy Sports has introduced a new advertising campaign, “For All. For Less,” in its first partnership with FCB Chicago.
The three 30-second broadcast spots are rooted in the idea that the joy of sports and the outdoors should be accessible to everyone. The executions can be seen here.
“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.
“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.”
Photo courtesy Academy Sports
