Eric Cohn's questions to Academy Sports & Outdoors (ASO) leadership • Q2 2025
Question
Eric Cohn inquired about the current promotional landscape and whether the merchandise margin benefited from a mix shift to brands like Nike. He also asked for an update on the performance of different consumer income cohorts.
Answer
CEO Steve Lawrence described the promotional environment as stable, with higher customer take rates on deals. He noted that a significant margin mix benefit did not occur in Q2 due to balanced performance across categories. He confirmed that traffic from higher-income consumers accelerated to double-digit growth, a trend expected to continue.