Academy Sports + Outdoors
How can a century-old bean brand connect with the next generation of bean eaters? You give them someone to love. To draw in millennials, we relaunched Duke Bush, the brand’s beloved spokesdog, as a full-fledged Instagram influencer. Amongst soft product plugs and brand partnerships, we filled Duke’s feed with travel, hobbies, nights at the office, workout selfies and red carpet shots.
Duke’s explosive social presence has led to a 65% millennial following, DTC partnerships with retailers such as Peapod, and has even allowed him to host a VIP event at Petcon, the world's largest gathering of pet influencers.
When you buy from Academy, you're not just adding gear to your arsenal, you’re adding to your collection of "remember when" moments. It’s an ode to the families and friends who see every new day as a chance for connection, and who know that any open space is ripe for laughter and camaraderie.
At Academy Sports + Outdoors, there’s no one way to have fun. So, to bring “Have fun out there” to life, we set out to highlight and create authentic, everyday moments showcasing how Academy plays a part in all of them. Over the course of a six-day shoot, we captured 50+ unique videos and a robust library of social-first assets to feed our full-funnel campaign set to highlight fun all season long including Father's Day, back to school, summer holidays, and more.
