By Craig Nyhus, Lone Star Outdoor News
Copyright 2020 Lone Star Outdoor News . All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
Academy Sports and Outdoors hosted its second annual media event in September, showcasing the company’s products, along with products made exclusively for the company by outside manufacturers.
The Katy-based retailer has hired executives who are experts in merchandising — but also who hunt and fish and enjoy the outdoors.
Eastin Jordan is the Sr. Vice President of Private Brands, and said Academy has a long history of private brands.
“At one time, we had more than 100,” he said. “Now, we have 17 brands that have centralized product development and 172 suppliers making these products.”
Private brands account for 20 percent of the company’s sales, with Magellan being the flagship brand. Jordan’s focus is on making the private brands better.
“We focus on listening to the customer,” he said. “We look at online reviews, customer comments and feedback from brand ambassadors and the outdoor media. They put a lot of miles on gear in a short amount of time. If something isn’t performing, we reengineer it.”
New product development includes a competitive product analysis and wear-and-tear tests.
“We’re really trying to upgrade our products,” Jordan said. “For example, our Magellan Pro clothing line is out in select locations this year. It’s targeted toward the avid angler, with increased performance through technology. And we incorporate all aspects of the use, from head to toe and for the entire family, male and female.”
Jordan said the Mossy Oak Brush camouflage pattern was popular with buyers, and when it was “sunsetted” by Mossy Oak, Academy picked it back up.
“We brought it back to life,” Jordan said. “And we have other exclusive camo patterns that do well. Our team feels these patterns
fit the Texas landscape the best.” Another product that caught the attention of participants in the media event was the over- and-under Turkish shotgun from Yildiz. The 12-gauge Texas Edition shotgun sported recoil pads, Briley choke tubes, and the State of Tex- as and the Alamo laser-engraved
on the receiver, all for $699. “We’re the only importer of Yildiz shotguns in the U.S.,” Jordan said. “We saw what works and what the customers are looking for. The enhancements add tremendous value to the customer. The gun has a 4.7 review rating (out of 5).”
On the fishing side, Jordan, whose passion is inshore coastal
fishing, said Academy’s staff is full of avid anglers.
“We have people who have been here more than 20 years,” he said. “They are involved in the development of lures, rods and reels and constantly use the products. Some employees spent months in foreign countries working with manufacturers to perfect the products. The products have really evolved from their work.”
Examples of innovations shown when the media grouped fished at Lake Amistad were unique grips, from Win golf-type grips to not- on-the-market yet carbon-fiber grips.
“It’s important we share the products and their value to all of the market, and get feedback from experienced writers and media people to learn what we’re do- ing right and what we’re doing wrong.”
