Academy Sports + Outdoors Signs On as HYROX North America Partner
Academy Sports + Outdoors joins HYROX in five US race cities and becomes title sponsor of HYROX Houston in spring 2027. The full deal details.
Key takeaways
- Academy Sports + Outdoors (NASDAQ: ASO) signed a multiyear deal as an official partner of HYROX North America, announced October 21, 2026.
- Academy will be at five HYROX National Tour cities: Tampa, Dallas, Nashville, Atlanta and Houston.
- The deal builds to Academy's title sponsorship of HYROX Houston in spring 2027, in its home market.
- Academy runs more than 300 stores in 21 states and already sells Centr x HYROX competition gear.
HYROX just landed one of America’s biggest sporting goods chains. Academy Sports + Outdoors is now an official partner of HYROX North America.
The deal
According to SGB Media, the partnership is multiyear and starts in 2026. Academy will be present in five HYROX National Tour cities:
| City | Academy’s role |
|---|---|
| Tampa | Race-city partner (racing this week) |
| Dallas | Race-city partner |
| Nashville | Race-city partner |
| Atlanta | Race-city partner |
| Houston | Title sponsor, spring 2027 |
Academy plans local events in each city ahead of race day, and says the deal complements the fitness gear, footwear and supplements it already sells in store. No financial terms were disclosed.
Who Academy is
Academy was founded in Texas in 1938 and is based in Katy, outside Houston. It trades on the Nasdaq as ASO and runs more than 300 stores in 21 states, per Investing.com. Earlier in 2026 it became the Official Retail Partner of Centr for Centr x HYROX competition gear, so this deal deepens an existing relationship.
What they said
- “This is a proud moment for Academy Sports + Outdoors,” said David Good, Academy’s vice president of marketing. “We’re excited to work more closely with HYROX to bring races to customers and help competitors have fun.”
- “As we introduce HYROX to new communities, having a deeply connected partner like Academy makes the difference,” said Kelly Jamieson, HYROX’s head of sales for the Americas and country manager.
Why it matters
HYROX’s sponsor list is turning mainstream fast. The business of HYROX already includes PUMA and BOSS fragrances in Europe. A national US retailer with hundreds of stores puts HYROX gear and race promotion in front of shoppers who may never have heard of the sport.
For athletes, the practical upshot is easier access to race-ready gear in Academy’s markets, plus pre-race community events in the five tour cities.
What it means for Las Vegas
Las Vegas is not one of the five cities in this deal. If you’re racing the March 2027 Las Vegas event, you can still build your kit from our gear picks, and Tampa this week is a good preview of a big US convention-center race. See our Tampa and Abu Dhabi race week guide.
Gear for this
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Quick answers
Is Academy Sports + Outdoors a HYROX sponsor?
Yes. Academy signed a multiyear deal as an official partner of HYROX North America, announced October 21, 2026, and will be title sponsor of HYROX Houston in spring 2027.
Which HYROX races will Academy be at?
Tampa, Dallas, Nashville, Atlanta and Houston, according to the announcement. Academy also plans local events in those cities before each race.
Is Las Vegas part of the Academy partnership?
No. Las Vegas is not one of the five cities named in the announcement. Academy's stores are concentrated in the South and Southeast.
Sources
- SGB Media: Academy Sports Becomes Official Partner of HYROX North America (Oct 21, 2026)
- Investing.com: Academy Sports + Outdoors partners with HYROX North America (Oct 21, 2026)
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