Question · Q3 2026
Cristina Fernández asked about the high-income consumer coming to Academy, seeking insight into where they previously shopped or the source of these market share gains. She also inquired about the performance of private brands and whether consumers are trading into or trading down to private brands as national brand pricing has increased.
Answer
CFO Carl Ford stated that while he couldn't identify specific nameplates where high-income consumers previously shopped due to data limitations, Placer.ai data indicates a shift, with these consumers generally seeking value and being intrigued by new brands at Academy. CEO Steve Lawrence noted that private brands represent Academy's best expression of value, and consumers are indeed trading into them. He cited the strength of brands like Magellan and Freely as a direct result of customers potentially comparing prices and opting for Academy's private label offerings.
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