# Academy Sports launches retail media network, opens $100M+ revenue channel brands can buy into

*Sporting goods chain monetizes shelf space digitally, letting suppliers advertise where shoppers already convert.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-08-10.

Canonical: https://www.pops4.com/stash/articles/academy-sports-outdoors-2026-08-10t03-1
Subject: Academy Sports + Outdoors
Tags: retail media, distribution, co-op advertising, sports retail, academy sports

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Academy Sports + Outdoors launched Academy Retail Media in 2024, according to their official announcement covered by Yahoo Finance, turning their owned digital and physical traffic into an advertising platform suppliers can buy. The move follows Walmart, Target, and Home Depot — retailers who now generate billions selling ad placements to the brands already on their shelves.

The platform lets brands bid for search placements, product page features, and category sponsorships across Academy's website and app, using Academy's first-party data on what shoppers search, click, and purchase. According to the announcement, the network gives suppliers direct access to Academy's **16 million+ active customers** and the ability to measure sales lift from ad spend within Academy's own checkout.

This works because Academy controls the conversion environment. A brand selling hydration packs through Academy can now pay to appear first when a shopper searches "running gear," then track whether that placement drove a same-day purchase — attribution most digital ads cannot deliver. The retailer captures margin on the ad sale without carrying inventory risk, and the supplier gets performance data tied to a closed transaction loop. Retail media grew into a **$45 billion** U.S. category in 2023, per eMarketer, because it solves the attribution problem plaguing open-web advertising.

For physical product brands, the steal is partner-driven retail media at micro scale. A small brand cannot build a Walmart-scale ad network, but it can offer placement deals to complementary suppliers selling through the same retailer or marketplace. If you manufacture pickleball paddles and sell through a regional sporting goods chain, approach the ball manufacturer in the next aisle: offer to feature their SKU in your email to past customers in exchange for featuring your paddle in theirs. Both brands access each other's buyer files — first-party lists with demonstrated purchase intent — without media cost. Track conversions by unique discount codes. A paddleboard brand and a waterproof phone case brand run the same play on Amazon: swap Sponsored Product budgets, each promoting the other's ASIN to their respective retargeting audiences, then split the attributed revenue. Total cost: the affiliate fee or the Amazon ad spend you were already running, now with doubled reach into warm audiences.

The operator play runs through retailer co-op. If you sell into Dick's Sporting Good or REI, request co-op ad credits as part of your vendor terms, then direct those credits toward in-store endcap placements or homepage features during peak search windows — January for fitness gear, June for camping. These credits cost the retailer margin they were already reserving, and they place your product where impulse conversions happen. Track sales lift by store or site section, then reallocate future shipments toward doors where placement drove measurable lifts. Academy's network formalizes what many vendors negotiate informally: paying for better positioning inside the point of sale.

The house angle: evaluate suppliers by their retail media participation. If you source **10,000 units** of drinkware for corporate gifting, ask shortlisted suppliers which retail networks already feature their SKU and whether they run sustained campaigns there. A supplier advertising inside Dick's or Academy has committed budget to customer acquisition beyond your order, meaning they are investing in category growth that benefits your brand lift when recipients see the same product in-store later. Request case studies showing sales lift from prior retail media placements — a supplier who can produce that data demonstrates measurement rigor you want in a manufacturing partner. Build that performance expectation into your RFP.

## The takeaway

Retail media monetizes owned traffic by selling placement to suppliers; small brands run the play through reciprocal featuring with adjacent products.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
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