Every brand’s goal is to grow larger than the bounds in which it was created. For athletic brands, this means stepping off the field and into the streets. Nike, Adidas, New Balance and The North Face have all done this – so why not Academy Sports + Outdoors? Positioning ASO as not just the place to gear up for any season, but as a hit-list for back to school shopping, I helped move the brand into a lifestyle space that was authentic and modern for students, yet approachable and practical for caregivers.