Academy Sports + Outdoors

Academy Sports + Outdoors · Ask Them

Academy Sports + Outdoors leans into the excitement of the academic season with its latest high street fashion campaign, Ask Them. The project captures the authentic voices of students as they navigate the shifting tides of trends, comfort, and color, presenting a refreshing take on back-to-school apparel. By utilizing a live-action technique that prioritizes individual expression, the campaign moves beyond traditional retail tropes to showcase a diverse group of teenagers defining their own aesthetic within the familiar hallways, classrooms, and gymnasium of a high school. The visual language remains consistently clean and approachable, utilizing bright and natural lighting to emphasize the vibrancy of the participants as they articulate their personal style preferences. This commercial effort excels by centering the narrative on the consumer, moving away from prescriptive fashion advice to celebrate the genuine variety found in modern school attire, from loungewear to athletic staples. With creative direction and strategy provided by McGarrah Jessee, the project maintains a cohesive lifestyle feel that resonates with a younger demographic. Supported by robust production work from William McVay and seamless post-production from Jogger Studios, the final result is a polished yet grounded piece of content. By prioritizing candid dialogue and natural movement, the campaign successfully positions the brand as an essential, relatable partner for the upcoming school year.