Academy Sports launches exclusive new tackle brand

US big-box retailer Academy Sports + Outdoors has launched a new and exclusive fishing brand for anglers ‘looking for high quality products at incredible value’.

The H2OX range comprises products across categories including rods, reels, combos, hard baits, soft plastics, storage, line, terminal tackle, nets, knives and pliers.

“We designed H2OX to simplify purchase decisions and educate all anglers about our products and how best to use them,” said Eastin Jordan, Senior VP of Private Brands at the Texas-based company.

“We are committed to being the go-to destination for anglers looking for high quality products at incredible value. H2OX fits every angler’s skill level and budget.”

The brand, which will be carried by all 268 Academy Sports + Outdoors stores is made up of three families. The Premier Series is for entry level anglers, the Ethos Series has mixed elements of elevated features while maintaining high value, and the Evo Series, designed in partnership with Elite Series pro Stetson Blaylock, features unique and innovative features.

“I’m excited to team up with the H2OX brand to create products that will help grow the sport of fishing,” said Blaylock. “Having the right gear that holds up in tough conditions can be a difference maker, so using products I trust is essential to my success.”

H2OX joins a list of private Academy brands that includes Magellan Outdoors, which provides fishing apparel and footwear.