After months of anticipation, Academy Sports + Outdoors has officially opened its doors in New Braunfels. The new 43,000-square-foot store — located at 159 I-35 South in the Courtyard Plaza shopping center — welcomed its first customers on Sunday, November 16, marking the city’s first full-line Academy location.
The arrival of the Texas-based sporting goods retailer is a major milestone for the area, signaling both New Braunfels’ rapid retail growth and the city’s continued appeal as a destination along the I-35 corridor. This has been one of the most anticipated new businesses to come to New Braunfels. The store employs around 60 local residents and adds another convenient shopping option for sports and outdoor enthusiasts.
The new store offers a wide selection of gear and apparel for every type of athlete and adventurer — from baseball and soccer equipment to hunting, fishing, golf, and fitness gear.
Shoppers will find popular brands such as Nike, Adidas, Jordan Brand, Carhartt, YETI, Titleist, Shimano, and more, alongside Academy’s own private-label lines like Magellan Outdoors and BCG.
To celebrate its debut, Academy is hosting a grand opening weekend from November 21–23, featuring:
- Free mystery gift cards for the first 150 customers in line each day (totaling over $15,000 in prizes)
- Free laser engraving with the purchase of a tumbler (Friday until 6 p.m.)
- Free photos with Santa (Saturday from 10 a.m. to 5 p.m.)
- Special giveaways and in-store demonstrations throughout the weekend
- Other special surprises
The store is currently in a soft opening phase leading up to the celebration, with early shoppers receiving 20% off their purchase by texting MVP395 to 22369.
Founded in Texas in 1983, Academy Sports + Outdoors now operates more than 300 stores across 21 states, with this newest location being its 117th in Texas. The opening comes at a time when New Braunfels continues to experience record population and commercial growth, drawing major national retailers to the area.
For locals, the store’s arrival couldn’t come at a better time, just ahead of the holiday shopping season. Whether you’re shopping for sports equipment, outdoor gear, or apparel for your next adventure, Academy’s new New Braunfels location offers a one-stop shop for everything active and outdoors.
Location: 159 I-35 S, New Braunfels, TX 78130
Hours: Monday–Saturday, 8 a.m.–10 p.m.; Sunday, 9 a.m.–9 p.m.