"Seamless video delivery to our PDPs."

Andrew Hendricks, Director of Omnichannel, Academy Sports + Outdoors

The Problem

Academy Sports + Outdoors faced significant challenges in their digital transformation journey, with declining sales (1.4% decrease in Q1 2024) and the need to modernize their omnichannel capabilities. Despite having 300+ stores across 21 states and a workforce of 20,000+ team members, they lacked systematic approaches to create authentic video content for their product detail pages (PDPs) and omnichannel touchpoints. Their existing content strategy couldn't keep up with the demands of active young families seeking engaging, informative product demonstrations across their diverse sporting goods and outdoor recreation inventory.

The Solution

Using Brieflee's creator program platform, Academy Sports + Outdoors transformed their content strategy through comprehensive video content creation:

• Employee Creator Network: Brieflee's platform identified passionate team members from Academy's 20,000+ workforce across 300+ locations, turning store associates with sporting goods expertise into authentic video content creators for product demonstrations and reviews

• Customer Content Program: Our system analyzed Academy's myAcademy rewards program members and active customer base to identify outdoor enthusiasts willing to create authentic product usage videos and testimonials

• Seamless Video Delivery System: Brieflee's platform managed the creation and delivery of video content directly to product detail pages (PDPs), supporting Academy's omnichannel transformation goals led by Andrew Hendricks

• Multi-Category Content Strategy: The platform coordinated video creation across Academy's key categories - outdoor, apparel, sports & recreation, and footwear - leveraging both employee expertise and customer experiences

• Omnichannel Integration: Content created through our platform seamlessly integrated with Academy's mobile app, website optimization efforts, and in-store experiences, supporting their $6.77 billion revenue operations

• Brand Partnership Content: Brieflee's system facilitated video creation featuring Academy's partnerships with top brands like Nike, adidas, YETI, and Carhartt, as well as their private label brands like Magellan Outdoors and BCG

The program successfully supported Academy's mission to provide "Fun for All" by creating authentic video content that helped customers make informed purchasing decisions while reinforcing the company's position as a value leader in sporting goods and outdoor recreation, directly contributing to their omnichannel sales growth from 8.2% to 9% of total merchandise sales.