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A-Game® for Academy Sports
A bold, timeless name that unites a range of backyard games, inspires fun and competition, and brings families together.
The Opportunity
Academy Sports & Outdoors needed a name for a wide-ranging line of indoor and outdoor games—from net games and disc golf to wooden play sets and backyard classics—bringing 25+ products previously spread across eight brand names under one cohesive brand identity.The name needed to appeal to kids, adults, and families of all backgrounds while feeling fun, modern, and wholesome—capturing the essence of casual backyard play and reflecting Academy Sports’ broader brand personality.
The Name
We renamed the brand A-Game® and paired it with the tagline A Game. Bring It.® The name captures the energy of play, friendly competition, and showing up fully, whether at a beach, backyard barbecue, or tailgate. The tagline reinforces that spirit, inviting players to bring their best, their energy, and their competitive edge to every game.The brand name created a cohesive identity for Academy’s gaming aisle, giving it shelf presence and memorability. More than a decade later, the name still anchors Academy Sports’ gaming division, proof of a naming strategy built to last.
Yep, we named it. And we also branded it.
For the full brand experience — identity & packaging — visit our sister site, Shelf Studio.
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