Academy Sports + Outdoors Announces Continued Commitment to Historically Black Colleges and Universities


Sporting goods retailer renews partnerships with SWAC, CIAA and SIAC and introduces new partnership with woman-led, minority-owned agency PMM for HBCU activations

Katy, Texas, October 6, 2022 /PRNewswire/ — Sports + Outdoors Academy (“Academy”) (Nasdaq: ASO) today announced renewed partnerships with the Southwestern Athletic Conference (SWAC), Central Intercollegiate Athletic Association (CIAA), and Southern Intercollegiate Athletic Conference (SIAC). As part of this renewal, the Academy will continue its commitment to supporting historically black colleges and universities (HBCUs) throughout its footprint. This is the third year in a row that the Academy has been the Official Sporting and Outdoor Retailer of SWAC, CIAA and SIAC.

In addition to sponsorships, the Academy will continue to advocate for HBCUs and provide support to HBCU students, student-athletes, groups, and faculty. Academy also offers licensed fan gear from select member schools online and in local stores.

Academy Sports + Outdoors is thrilled to celebrate the heritage of historically black colleges and universities and help showcase HBCU traditions that are rooted in culture, community and history,” said Laurent Lobpris, the Academy’s Senior Vice President of Marketing. “We have enjoyed serving the fans of these three conferences who have a passion for fun, and we look forward to continuing our engagement with these communities for years to come.”

To mark the 2022 reunion season, the Academy will partner with select SWAC, CIAA and SIAC schools to celebrate with customers ahead of major member institution games. In states such as Ala., Fla., Ga., La., Miss., NC, Texas and in Virginia, the Academy will host fun homecoming events including performances by HBCU drumlines, cheerleaders, dance teams, and more. The new partner agency, PMM Agency, has been chosen to support the Academy’s HBCU initiatives and help reach fans more directly.

“We are thrilled to join Academy Sports + Outdoors as we join in its commitment to saluting the values, heritage and traditions of historically black colleges and universities,” said Kimberly A.Blackwell, Founder and CEO of PMM Agency. “Celebrating all that honors the legacy and uniqueness of HBCUs, we look forward to showcasing its rich tales of pride and promise. Taking its many cultural forms through fans and enjoyment, the Academy looks forward to continuing its commitment to campuses, classics, content, customers and communities.”

To show school pride, help make game day even more fun for everyone, and celebrate the heritage and traditions of HBCU Homecomings, the Academy will also be offering current students, faculty, and staff from HBCU institutions 10% off purchases, with a valid school ID in-store and online at The discount will be available via November 5, 2022.

Customers are encouraged to purchase HBCU ventilator equipment in-store, online at, or through the Academy mobile app. To receive up-to-date information and offers, text HBCU to 22369 and watch for information on upcoming events and activations on the Academy’s social media accounts (@academy).

About the Sports + Outdoors Academy

Academy is one of the leading sporting goods and outdoor leisure retailers in United States. Originally founded in 1938 as a family business in Texas, Academy now has 265 stores in 17 states. Academy’s mission is to provide “Fun for All” and Academy fulfills this mission with a localized merchandising strategy and a value proposition that connects strongly with a wide range of consumers. Academy’s product assortment focuses on the key outdoor, apparel, sports and recreation, and footwear categories through leading national brands and a portfolio of private labels. For more information, visit

SOURCE Sports + Outdoors Academy


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