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2024 Store Brands Rising Stars: Megan Diamond of Academy Sports + Outdoors

Store Brands annual list honors those who are moving private label forward while making a name for themselves in the industry.
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The rising stars across private label are shining brighter, reflective of an industry in the midst of robust growth and needing younger talent to develop new methods of doing business at a time when growth opportunities are robust.​

The Fifth Annual Store Brands Rising Stars honors this crop of new talent that is driving sales from the retail and supplier sides of the business. Private label product sales over the past year continued to grow and the efforts of retailers through the first half of 2024 show an ongoing appetite for products that are unique and also offer shoppers a strong value.

RELATED: Meet the Store Brands Rising Stars Class of 2024

This year’s list of Rising Stars provides insight into how a new crop of talented individuals under the age of 40 are pushing the industry forward and continuing to innovate.

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Megan Diamond Academy Sports + Outdoors

Megan Diamond

Academy Sports & Outdoors

Megan Diamond, brand manager at Academy Sports + Outdoors, has emerged as one of the brightest young leaders at the sporting goods retailer. She has played a key role in strategy, positioning, marketing planning, and campaign execution spearheading brand positioning for private brands including Magellan Outdoors, Freely, R.O.W., Redfield, Outdoor Gourmet, H2OX, and Brazos.

​Among her many accomplishments, Megan has been instrumental in the growth of two key brands: Magellan Outdoors and Freely. Despite Magellan Outdoors being a 25-year-old brand, Diamond has revitalized it through innovative collaborations with iconic brands like Whataburger and Shiner. In 2023, she facilitated the launch of the Magellan Outdoors Pro Jacob Wheeler Collection, showcasing her resourcefulness in creating new processes for securing marketing samples.

​“I’ve been lucky in my career to have leaders who trusted in me and gave me opportunities to implement new and different ideas,” said the 2024 Store Brands Rising Star honoree. “I’ve been encouraged to ask questions and push the limits of what might traditionally be expected from private brands – whether that was working on co-branded collaborations for Academy’s Magellan Outdoors brand or getting the opportunity to showcase our private brands at our media and influencer events."

​Since the launch of Freely in 2021, Diamond has driven its rapid growth, making it one of Academy’s fastest-growing private label brands. She successfully led the brand’s initial campaign and subsequent seasonal launches, implementing influencer strategies that boosted credibility and awareness. Her guidance has been pivotal in expanding the product line to include Freely girls, swim, outerwear, and accessories.

Diamond said the most enjoyable part of her role is the opportunity to collaborate with diverse teams across the company. "My team and I have a unique opportunity to impact our private brands and how they show up for our customers at nearly every touchpoint of their journey," she said. 

​She also said being named a Store Brands Rising Star is a significant accolade. "I am honored to have been selected,” she said. "This honor is a testament to the work of the entire private brand team and marketing team at Academy. It has motivated me to keep striving and innovating to show our customers how much our brands have to offer."

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