Academy Sports + Outdoors (“Academy”) has unveiled a new exclusive fishing brand, H2OX, which provides an elevated product offering that is designed to help anglers of all skill levels build confidence on the water at an incredible value. The new assortment offers products across several fishing categories including rods, reels, combos, hard baits, soft plastics, tackle storage, line, terminal, pliers, knives, nets, and more.

“Academy Sports + Outdoors is committed to being the go-to destination for anglers who are looking for high quality products like H2OX at an incredible value,” said Eastin Jordan, Senior Vice President of Private Brands at Academy Sports + Outdoors. “To help anglers of all skill levels have fun on the water and enjoy their passion, we designed H2OX to simplify purchase decisions and educate all anglers about our products and how best to use them out on the water.”

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As the sport of fishing continues to grow, so has the H2OX brand. Over the past 15 years, anglers have relied on H2O Xpress for its value and reliable gear. Today, the H2OX brand has evolved to better capture the elevated product offerings for customers who want a budget-friendly price point.

The H2OX brand is organized into three families to help anglers identify products that are designed as systems:

• Premier Series – offers value for entry-level anglers of all skill levels
• Ethos Series – mixes elements of elevated features and benefits while still maintaining substantial value
• Evo Series – designed in partnership with professional Elite Series angler, Stetson Blaylock, focuses on elevated products with unique, innovative features

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“I’m excited to team up with the H2OX brand to create high-quality products with unique features that will help grow the sport of fishing,” said Stetson Blaylock, professional angler and H2OX ambassador. “When I’m competing on the water, having the right gear that holds up in tough conditions can be a difference maker, so having products that I trust is essential to my success.”

H2OX joins a trusted list of exclusive, private brands that offer tremendous everyday value and quality such as Magellan Outdoors, which provides fishing apparel, footwear and more for the outdoor enthusiast. Customers can check out the new H2OX line in all 268 Academy Sports + Outdoors locations or online at academy.com/shop/H2OX.

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