Academy Sports + Outdoors has joined forces with school wear brand French Toast and Houston-area non-profit organization BEAR (BE A Resource) to equip 1,000 local students with school essentials ahead of the upcoming academic year and fall sports season. The initiative, supported by an in-kind donation of more than $50,000 worth of products, forms part of Academy's broader community giving efforts directed at BEAR's Back to School Program.

A Personalized Shopping Experience for Houston Students

On Tuesday, July 28, nearly 500 local elementary and middle school students from BEAR visited Academy's corporate headquarters in Katy, TX, where hundreds of Academy team members served as volunteer shopping companions. Together, children and employee volunteers selected uniforms tailored to their district colors and dress codes, socks, and their favorite sport ball. The event was designed to provide students with the resources needed to feel supported and confident as they return to school.

Voices from the Partnership

Meredith Klein, Vice President of Communications at Academy Sports + Outdoors, highlighted the company's recognition of the financial pressures families face during the back-to-school season. "We're proud to partner with French Toast and BEAR to impact our hometown community in a meaningful way to provide students with the resources they need to feel supported, be successful, and have fun this school year," she said.

Stephen Ashear, Division President of French Toast, emphasized the brand's commitment to student confidence. "Our mission is to help all kids shine. We recognize confidence starts with being prepared, so it is our hope that providing local youth with great schoolwear inspires and empowers their learning all year long," he noted.

Tammy Hetmaniak, Executive Director of BEAR, underscored the scale of the organization's reach. "Through efforts during the back-to-school season, and with the help of generous partners like Academy Sports + Outdoors, we are able to provide school supplies and essential resources to more than 17,000 children who have experienced abuse, neglect or crisis each year across the Greater Houston area," she said.

Building on a Track Record of Community Giving

This event marks Academy's second annual back-to-school volunteer initiative. In 2025, the company partnered with Operation Homefront to fill 1,500 backpacks with essential school supplies for school-age military children across Texas and Louisiana. The current year's collaboration with BEAR reinforces the company's ongoing commitment to making a positive impact in the communities it serves.

About the Organizations

• Academy Sports + Outdoors is a leading full-line sporting goods and outdoor recreation retailer in the United States, originally founded in 1938 as a family business in Texas. The company has grown to more than 300 stores across 21 states.
• French Toast, established in 1985, is a school wear brand trusted by thousands of schools nationwide as their uniform provider, committed to making quality schoolwear accessible to all families.
• BEAR (BE A Resource) is the only 501(c)(3) organization working with the Texas Department of Family and Protective Services (DFPS) and Harris County Resources for Children and Adults, offering programs that address the basic needs and supportive services for abused and neglected children in the Greater Houston area.

Academy Sports + Outdoors (NASDAQ: ASO) is distributing more than $700,000 in promotional value to consumers across Texas through a statewide giveaway event scheduled for Saturday, August 1, 2026. The retailer aims to support families during the peak Back-to-School and Back-to-Sport shopping season by offering immediate discounts at its 117 Texas locations.

The "Line-Up to Win" promotion targets the first 125 customers at each participating store. These early arrivals will receive promotional cards ranging from $20 to $100, valid exclusively for in-store purchases that weekend. This direct financial incentive is designed to drive foot traffic and immediate sales volume during a critical retail period.

The event aligns with Texas's annual Back-to-School Tax-Free Weekend, allowing shoppers to combine the promotional card value with tax exemptions on eligible items. Academy positions this dual benefit as a strategy to help families stretch their budgets for apparel, footwear, backpacks, and sporting goods.

Product Assortment and Brands

Academy supports the promotion with an expanded inventory of national and private-label brands. Key product categories include:

Additional Customer Incentives

Beyond the one-day giveaway, Academy is leveraging its loyalty and credit programs to sustain engagement. Customers using the myAcademy Rewards MasterCard receive 5% off daily purchases, a $30 welcome offer, and unlimited 2% rewards on eligible everyday buys. The free myAcademy Rewards loyalty program offers a $15 welcome discount and free shipping on orders over $25. Additionally, the retailer’s Price Match Guarantee promises to beat competitor prices by 5%.

What the Numbers Show

The distribution of $700,000 across 117 stores implies an average promotional spend of approximately $5,983 per location. By limiting the offer to the first 125 customers per store, Academy creates a scarcity-driven incentive for early morning foot traffic, a tactic often used to boost weekend sales velocity during seasonal peaks.