Instacart is expanding its reach into sporting goods as Academy Sports + Outdoors adds the delivery platform to its growing same-day fulfilment network, giving shoppers another way to receive sports, outdoor and seasonal products without visiting a store.
The move forms part of Academy Sports + Outdoors’ broader omnichannel strategy. During its first-quarter 2026 earnings call, Academy CEO Steve Lawrence said the retailer was expanding same-day delivery to include Instacart and Uber Eats, complementing its existing partnership with DoorDash. The company said the additional platforms could help it reach a broader customer base because there is relatively little overlap between the users of the different delivery services.
Instacart’s platform currently lists Academy Sports + Outdoors for same-day delivery in a number of US markets. Depending on location and availability, customers can receive orders in as little as one hour. Shoppers can select products through Instacart, while local shoppers collect the items from an Academy store and deliver them to the customer.
The partnership comes as Academy strengthens its digital operation ahead of the important back-to-school and autumn shopping periods. The retailer reported 17% growth in its digital business during the first quarter, while overall net sales increased 6.7% to $1.44 billion.
For consumers, the expansion means greater convenience for last-minute purchases, from sportswear and footwear to camping equipment, outdoor products and other seasonal merchandise.
The development also highlights how same-day delivery is moving beyond grocery and convenience retail into larger general merchandise categories, as retailers compete to make online shopping faster and more convenient.