"Academy Sports + Outdoors and our customers across the Big 12 share the same passion for having fun, being outdoors and creating memories together. We're excited to continue connecting them to the sports or schools they love through this partnership," said Lawrence Lobpries, Academy Sports + Outdoors' senior vice president of marketing. "Teaming up with the Big 12 will allow us to showcase our assortment of fun sports, outdoors and recreational products to even more Academy customers across the region and nation."