Academy Sports is betting 200 Ariat shop-in-shops can turn Western wear into a bigger business

Academy Sports + Outdoors is giving Ariat a lot more room to stretch its legs. The sporting goods retailer is rolling out 200 dedicated Ariat in-store shops this fall, expanding on a relationship between the two companies that dates back 20 years.

The spaces will bring together Ariat footwear, apparel, and accessories in branded environments customized to fit individual Academy stores. While Ariat has long been an important part of Academy’s work boot range, the same can’t be said for its apparel, per Matt McCabe, EVP and chief merchandising officer at Academy.

“We’ve steadily tried to grow that business and tell a head-to-toe story for our Ariat customers,” McCabe told Retail Brew. “The reason why now is a good time to expand with apparel shops is because our apparel business has gotten to the point where we have a large enough selection that we want to present it in a way that makes our customers really easy to shop.”

The shops are also part of Academy’s push to improve the experience component of a merchandising strategy McCabe described as encompassing “assortment, value, and experience.” While the retailer has expanded both the number of stores carrying Ariat and the breadth of its assortment, he said bringing products together should make it easier for shoppers to build outfits.

Moreover, while Ariat will have input in the spaces, Academy isn’t handing over the keys entirely.

“We want to be able for the brand to show off their identity, but also do that in a way that still looks like Academy,” McCabe said, adding that otherwise stores risk looking “like Disneyland, where every shop is a different ride.”

McCabe explained that Academy has seen a “tremendous uptick” in customers seeking Western and work/lifestyle products.

The retailer initially expanded Ariat apparel in stores where the brand’s work boots were in high demand, but discovered that some locations with weaker work boot businesses performed well in apparel because consumers were buying it as lifestyle wear. And so, the 200 shops will include both established Western markets and stores where Academy sees room for growth.

The partnership underscores how Academy is balancing its value positioning with more premium brands.

“Value is low price, but value is also getting a lot for your money,” McCabe said. “That’s what you get for Ariat. You’re buying a quality product that lasts a long time.”

Ultimately, while Academy has added more “better and best level brands” over time, it continues to explore others. Asked if successful Ariat shops could lead to additional dedicated brand environments, McCabe couldn’t name specific brands or categories due to a quiet period. His answer instead was a simple, “Yes.”