Academy Sports and Outdoors, Inc. (ASO) wrapped up an eventful fiscal 2025 with a bang—or rather, five bangs. The sporting goods retailer opened five new stores during the fourth quarter, completing an ambitious 24-location expansion that most chains would need years to pull off.

Here's the irony though: shares fell 3.15% to $41.80 on Tuesday despite the growth announcement. Welcome to retail, where good news doesn't always translate to stock gains.

Where the New Stores Landed

The latest openings bring Academy Sports into five new markets. Russellville, Arkansas got a store. So did Seguin, Texas and Fort Wayne, Indiana. Texas proved especially popular—El Paso and New Braunfels both received new outlets, giving the Lone Star State three of the five locations.

The year-long expansion wasn't just about real estate. It generated more than 1,400 new jobs company-wide, which is nothing to sneeze at in today's retail environment.

Holiday Optimism From Leadership

Senior Vice President of Retail Operations Eric Friederich shared his enthusiasm about the expansion. With the holiday season approaching, he expressed confidence in the company's product selection and pricing strategy—calling out "undefeatable prices" on both top brands and private labels.

Each new location launched with the full grand opening treatment: ribbon-cutting ceremonies, deals, giveaways, and community support initiatives focused on local youth programs.

The Academy Playbook

Academy positions itself as a family destination covering everything from apparel and footwear to sports equipment and outdoor gear. Think hiking, camping, hunting, fishing—basically anything you'd need for weekend adventures or youth sports leagues.

The product mix includes private label brands like Magellan Outdoors and Freely alongside heavy-hitter national names like Nike, YETI, and Adidas. It's the classic retail strategy: house brands for margin, name brands for traffic.