Academy Sports Adds Instacart for Same-Day Delivery Across 300-Plus Stores

Quick Facts

Academy Sports + Outdoors launched same-day delivery on Instacart from 300-plus stores across 21 states, with no price markups.
The deal is Academy’s third on-demand delivery partnership, following DoorDash in 2024 and Uber Eats in June 2026.
Academy reported Q1 2026 net sales of $1.4 billion, up 6.7% year over year, with e-commerce penetration rising 17.4% to 11% of total sales.

Academy Sports + Outdoors is now available on the Instacart Marketplace, giving customers same-day delivery in as fast as one hour from more than 300 stores across 21 states. The partnership, announced August 10, covers apparel, camping and fishing gear, fitness equipment, footwear, and Academy’s private label brands.

Instacart said products will carry no markups. Academy Sports EVP and Chief Customer Officer Chad Fox said the deal reflects the company’s commitment to consistent pricing across all channels, matching what customers find in stores.

“From helping Always Game Families gear up for everyday moments to providing access to top national brands and exclusive private brands, our partnership with Instacart offers another convenient way to shop Academy’s broad assortment at the same great prices customers find in our stores,” Fox said.

The timing puts Academy on Instacart ahead of back-to-school, fall sports, hunting season, and tailgating. To mark the launch, new qualifying Academy customers can get $15 off a $75 or more purchase on Instacart.com through October 12.

A Third Delivery Partner in Two Years

The Instacart deal is Academy’s third on-demand delivery partnership. The retailer first joined DoorDash in 2024, covering 285 stores in 19 states. In June 2026, it added Uber Eats. Now Instacart brings the store count to more than 300 across 21 states.

The rapid expansion tracks directly with the company’s financial momentum. In Q1 2026, Academy posted net sales of $1.4 billion, up 6.7% year over year. Comparable sales rose 2.9%. Net income climbed 14.3% to $52.7 million. Outdoor merchandise led growth at 11.7%.

E-commerce penetration reached 11% of total sales, up 17.4% year over year. Stores still facilitate roughly 95% of sales through omnichannel fulfillment, meaning same-day delivery partners like Instacart ship directly from store inventory.

Academy raised its full-year guidance following the quarter, projecting net sales of $6.23 billion to $6.35 billion, representing 3% to 5% growth. Adjusted EPS guidance now sits at $6.40 to $6.80.

Instacart Pushes Beyond Grocery

For Instacart, the Academy deal continues a deliberate push into non-grocery retail. In July 2026, the company announced a nationwide same-day delivery partnership with Tractor Supply Company, covering more than 2,400 stores. Aldi joined in April 2026 as an exclusive e-commerce fulfillment partner using Instacart’s Storefront Pro platform.

Instacart’s gross transaction value hit $10.29 billion in Q1 2026, up 13% year over year. That marked the company’s ninth consecutive quarter of double-digit GTV growth. Orders rose 10% and average order value increased 3% to $113.

Blake Wallace, Instacart’s VP of Commercial Partnerships, framed the Academy deal around speed. “With Academy now on Instacart, our customers can get the gear they need for that last-minute camping trip or tomorrow’s game in as fast as one hour,” Wallace said.

What This Means for Operators

Academy’s multi-platform delivery strategy offers a clear blueprint: stack same-day delivery partners to maximize reach without building proprietary last-mile infrastructure. DoorDash, Uber Eats, and Instacart each bring distinct customer bases and delivery networks.

The no-markup pricing policy carries weight beyond consumer optics. Instacart ended a price-testing program last year after Consumer Reports and the Groundwork Collaborative investigated the practice of charging online shoppers more than in-store shoppers. Academy’s public commitment to consistent pricing across channels signals that retail partners are watching that issue closely.

Academy also launched its own retail media network, Academy Retail Media, on July 30, 2026. The platform draws on 52 million verified customers and more than 320 stores, giving brand partners purchase-based audience data and closed-loop measurement. Combined with three delivery platforms and rising e-commerce penetration, the company is building an omnichannel stack that extends well beyond its store base.