Document:

EX-10.30

 Exhibit 10.30 

EMPLOYMENT AGREEMENT 

by and among 
 ACADEMY
MANAGING CO., L.L.C. 
 NEW ACADEMY HOLDING COMPANY, LLC 

and 
 MICHAEL MULLICAN

 Dated: January 6, 2017 

 EMPLOYMENT AGREEMENT 

THIS EMPLOYMENT AGREEMENT (this “Agreement”), dated as of January 6, 2017 (the “Effective Date”),
is entered into by and among Michael Mullican (the “Executive”), Academy Managing Co., L.L.C., a Texas limited liability company (the “Company”), and New Academy Holding Company, LLC, a
Delaware limited liability company (the “Parent”). 
 WHEREAS, the Company, sole general partner of Academy, Ltd., a
Texas limited partnership (“Academy”), desires to employ the Executive as Executive Vice President, General Counsel of the Company and to encourage the attention and dedication to the Company of the Executive as a member of
the Company’s management pursuant to the terms and conditions set forth in this Agreement; and 
 WHEREAS, the Company and the
Executive desire to set forth in this Agreement the terms and conditions of the Executive’s employment with the Company; and 

WHEREAS, the Executive acknowledges that (i) the Executive’s employment with the Company will provide the Executive with trade
secrets of, and confidential information concerning, the Company, the Parent and the entities controlled by, controlling or under common control with the Company or the Parent that conduct Academy’s business (such entities, together with the
Company and the Parent, collectively, the “Company Group”), and (ii) the covenants contained in this Agreement are essential to protect the business and goodwill of the Company Group. 

NOW, THEREFORE, in consideration of the premises and the respective covenants and agreements of the parties herein contained, and intending to
be legally bound hereby, the parties hereto agree as follows: 
 1.    Employment and Term. The Company
hereby agrees to employ the Executive, and the Executive hereby accepts such employment, on the terms and conditions hereinafter set forth. Subject to earlier termination of Executive’s employment pursuant to Section 6 hereof, the period
of employment of the Executive by the Company hereunder (the “Employment Period”) shall commence on February 20, 2017 (the “Commencement Date”), and shall end on the first anniversary of the
Effective Date; provided that the Employment Period shall be automatically extended for an additional year on each anniversary of the Effective Date unless written Notice of Termination (as defined in Section 7(a) hereof) is given
not later than thirty (30) days prior to the end of the Employment Period (including any extension of the Employment Period) by either the Company or the Executive to the other party, that the Company or the Executive, as applicable, has
elected not to extend the Employment Period for an additional year, such that, subject to the second proviso in Section 6(e), the Employment Period shall expire, and the Executive’s employment with the Company shall terminate, effective as
of the last day of the then-current Employment Period. 
 2.    Position and Duties. 

(a)    As of the Commencement Date, the Executive shall serve as Executive Vice President and General Counsel of the
Company, in which capacity the Executive shall perform the usual and customary duties of such offices, which shall be those normally inherent in such 

  
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capacities in companies of similar size and character as the Company Group. The Executive shall report to the President and Chief Executive Officer of the Company. The Executive shall, if
requested, also serve as an officer or director of any member of the Company Group for no additional compensation. When reasonably requested by the President and Chief Executive Officer, the Executive shall also be required to perform the usual and
customary duties of any executive with the title of Executive Vice President with companies of similar size and character as the Company Group, whether or not such duties are within the scope of the Executive’s duties on the Commencement Date.
The Executive agrees and acknowledges that, in connection with the Executive’s employment relationship with the Company, the Executive owes fiduciary duties to the Company Group and will act accordingly. 

(b)    During the Employment Period, the Executive agrees to devote substantially the Executive’s full time,
attention and energies to the Company Group’s business and agrees to faithfully and diligently endeavor to the best of the Executive’s ability to further the best interests of the Company Group. The Executive shall not engage in any other
business activity, whether or not such business activity is pursued for gain, profit or other pecuniary advantage. Subject to the covenants of Section 9 hereof, this shall not be construed as preventing the Executive from investing the
Executive’s own assets in such form or manner as will not require the Executive’s services in the daily operations of the affairs of the companies in which such investments are made. Further, subject to the covenants of Section 9
hereof, the Executive may serve as a director of other companies, if such service is approved by the Parent’s Board of Managers or, if and when applicable, the equivalent ultimate governing authority of the Company Group (the
“Board”), so long as such service is not detrimental to the Company Group, does not interfere with the Executive’s service to the Company Group, and does not present the Executive with a conflict of interest. 

(c)    In keeping with the Executive’s fiduciary duties to the Company Group, the Executive agrees that the Executive
shall not, directly or indirectly, become involved in any conflict of interest or, upon discovery thereof, allow such a conflict of interest to continue. The Executive agrees that the Executive shall promptly disclose to the Board any facts which
might involve any reasonable possibility of a conflict of interest, or be perceived as such. 
 (d)    Circumstances in
which a conflict of interest on the part of the Executive would or might arise, and which should be reported immediately by the Executive to the Board, include, but are not limited to, the following: (i) ownership of a material interest in,
acting in any capacity for, or accepting directly or indirectly any payments, services or loans from a supplier, contractor, subcontractor, customer or other entity with which the Company Group does business; (ii) misuse of information or
facilities to which the Executive has access in a manner which will be detrimental to the Company Group’s interest; (iii) disclosure or other misuse of Confidential Information (as defined in Section 9(a) hereof); (iv) acquiring or
trading in, directly or indirectly, other properties or interests connected with the design, manufacture or marketing of products or services designed, manufactured or marketed by the Company Group; (v) the appropriation to the Executive or the
diversion to others, directly or indirectly, of any opportunity in which it is known or could reasonably be anticipated that the Company Group would be interested; (vi) the ownership, directly or indirectly, of a material interest in an
enterprise in competition with the Company Group or acting as a director, officer, partner, consultant, employee or agent of any enterprise which is in competition with the Company Group; and (vii) if not otherwise listed in this provision, any
other circumstances that would create a conflict of interest under the Company’s Ethics and Code of Conduct Policy and any successors thereto. 

  
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 (e)    Further, the Executive covenants, warrants and represents that
the Executive shall: 
 (i)    devote the Executive’s full and best efforts to the fulfillment of
the Executive’s employment obligations hereunder; 
 (ii)    exercise the highest degree of
fiduciary loyalty and care and the highest standards of conduct in the performance of the Executive’s duties hereunder; and 

(iii)    endeavor to prevent any harm, in any way, to the business or reputation of the Company Group. 

(f)    For purposes of this Section 2, the determination of whether any matter or transaction constitutes a conflict
of interest hereunder shall be made solely by the Board in its reasonable discretion; provided, that any matter or transaction that is permitted by or otherwise in compliance with the terms and conditions of all applicable ethics, conflict of
interest or similar written policies of the Company Group in effect at the time of such determination shall not be a conflict of interest hereunder. The determination of whether any matter or transaction is permitted by or otherwise in compliance
with the terms and conditions of such policies shall be made solely by the Board in its reasonable discretion. 

3.    Place of Performance. In connection with the Executive’s employment by the Company, the
Executive’s principal business address shall be at the Company’s current principal executive offices in Katy, Texas (the “Principal Place of Employment”). The Executive acknowledges that the Executive’s duties
and responsibilities shall require the Executive to travel on business to the extent reasonably necessary to fully perform the Executive’s duties and responsibilities hereunder. 

4.    Compensation and Related Matters. 

(a)    Base Salary. During the Employment Period, the Company shall pay, or cause Academy to pay, the
Executive an annual base salary (the “Base Salary”) in an amount that shall be established from time to time by the Board or a compensation committee thereof, payable in approximately equal installments in accordance with the
Company Group’s customary payroll practices. The initial Base Salary for fiscal year 2017 shall be $375,000. The Board or a compensation committee thereof shall review the Base Salary at least once annually during the Employment Period. The
Base Salary may, at the discretion of the Board or a compensation committee thereof, be increased but not decreased during the Employment Period. 

(b)    Annual Bonuses. Effective commencing with the Company’s 2017 fiscal year, the Executive shall be
eligible to participate in an annual cash bonus plan maintained by the Company or Academy, as applicable (the “Annual Incentive Plan”), during the Employment Period. Except as expressly provided otherwise in this
Section 4(b), the annual bonus opportunity afforded the Executive pursuant to this Section 4(b) (the “Annual Bonus”) may vary from year to year and any Annual Bonus earned thereunder shall be paid at a time and in a

  
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manner consistent with the Company’s or Academy’s, as applicable, customary practices. Effective commencing with the Company’s 2017 fiscal year, the Annual Bonus for each fiscal
year will be determined in accordance with the Annual Incentive Plan established for such fiscal year, which will afford the Executive an opportunity to earn an annual bonus amount targeted at one hundred percent (100%) of the Base Salary in effect
for such fiscal year (the “Target Bonus Opportunity”), with the actual Annual Bonus payable, if any, being determined based on the achievement of such pre-established performance
targets for such fiscal year, with any Annual Bonus earned thereunder to be paid in the immediately following fiscal year in accordance with the Annual Incentive Plan. The establishment of performance targets and the determination of the achievement
of those targets will in all cases be subject to the determination of the Board or a compensation committee thereof. The Annual Bonus is not an accrued right under this Agreement. Except as specifically provided in Section 8 hereof, the
Executive shall not be entitled to a pro rata Annual Bonus upon a termination of employment for any reason. 

(c)    Expenses. The Company shall (or shall cause Academy to) reimburse the Executive for all reasonable
business, entertainment and travel expenses incurred during the Employment Period by the Executive in performing services hereunder, including all travel expenses while away from home on business or at the request of and in the service of the
Company; provided, in each case, that such expenses are incurred, accounted for, and reimbursed in accordance with the Company’s expense reimbursement policy. 

(d)    Relocation. In connection with the Executive’s relocation of the Executive’s primary
residence from its current location to the Houston, Texas area, the Company shall provide, or cause Academy to provide, the Executive with the relocation benefits set forth on Appendix A hereto, subject to the Company’s receipt of
adequate documentation for expenses incurred, as applicable; provided, that if the Executive’s employment is terminated either by the Company for Cause or by the Executive without Good Reason, in either case, prior to the first
anniversary of the Commencement Date, the Executive shall repay to the Company or Academy (or, if elected by the Company or Academy and to the extent permitted under applicable law, the amount of any compensation or benefits payable to the Executive
under this Agreement shall be offset by) a pro-rated portion of the aggregate gross amount paid by the Company or Academy, as applicable, in providing such relocation benefits, calculated based on the number
of whole months remaining in such twelve (12)-month period from the Date of Termination, as soon as practicable following such Date of Termination. 

(e)    Sign-On Bonus. The Company will pay the Executive a sign-on bonus in the total gross amount of $180,000, less all applicable withholdings (the “Sign-On Bonus”) no later than thirty days (30) after
the Commencement Date. If the Executive’s employment is terminated either by the Company for Cause or by the Executive without Good Reason, in either case, before the Executive completes one (1) year of employment (the “Sign-On Bonus Period”), the Executive shall be required to repay to the Company as soon as practicable following such Date of Termination (as such term is defined herein), a pro-rated portion of the gross amount of the Sign-On Bonus paid by the Company, calculated based on the number of whole months remaining in such twelve (12) month period
from the Date of Termination (as such term is defined in Section 7(b) hereof). 

  
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 (f)    Other Benefits. During the Employment Period, the
Executive shall be entitled to participate in all of the employee benefit plans and programs and fringe benefits and perquisites arrangements made available by the Company to its other senior executive officers, subject to and on a basis consistent
with the terms, conditions and overall administration of such plans, programs and arrangements. The Company shall have the right to change, amend or discontinue any benefit plan, program, or arrangement, subject to and on a basis consistent with the
terms, conditions and overall administration of such plans, programs and arrangements. 
 (g)    Vacation.
During the Employment Period, the Executive shall be entitled to paid vacations and holidays in accordance with the Company’s vacation and holiday policies in effect from time to time for the Company’s senior executive officers, but in
no event shall the Executive be entitled to less than two hundred (200) paid hours of vacation during each fiscal year. 

(h)    Investment Opportunity. At a time determined by the Board (and subject to the Executive’s
continued employment at such time), the Executive will be permitted to indirectly invest in the equity of the Parent, through the purchase of Class B Units of Allstar Managers LLC, a Delaware limited liability company (“Allstar
Managers”) and member of the Parent, in an amount having an aggregate value to be determined by the Board and the Executive, based on a purchase price per unit equal to the then-current fair market value per Class B Unit of Allstar
Managers, as determined by the Board. 
 (i)    Initial Equity Grants. On the same date in the first
quarter of the Company’s 2017 fiscal year on which options are first granted to other senior executives of the Company (and subject to the Executive’s continued employment on such grant date) (the “Option Grant Date”),
the Executive will be granted a number of options to acquire Membership Units of the Parent (the “Options”) pursuant and subject to the New Academy Holding Company, LLC 2011 Unit Incentive Plan, as may be amended from
time to time, and the terms and conditions of the form of an Option Award Agreement to be provided by the Company, which Options shall have a grant date fair value equal to $600,000.00. Sixty-six and two-thirds percent (662/3%) of the Options will be service-based and vest ratably over a period of four
years from the Option Grant Date based solely on the Executive’s continued employment, in accordance with the terms of such Option Award Agreement. Thirty-three and one-third percent (331/4%) of the Options will be performance- and service-based and vest ratably over a period of four years from the Option Grant Date (generally)
based on the Parent’s achievement of the performance goal established by the Compensation Committee of the Board for the first year only and thereafter, if the first-year performance goal was achieved, based solely on the Executive’s
continued employment, in accordance with the terms of such Option Award Agreement. The Executive’s eligibility for equity awards in future fiscal years will be determined by the Board in its sole discretion. 

5.    Indemnification; Insurance. The Company shall indemnify, defend and hold harmless the Executive to the
fullest extent permitted by the laws of the Company’s state of organization in effect at that time, or regulations of the Company, whichever affords the greater protection to the Executive, for all losses, liabilities, payments or expenses
incurred or damages paid or payable by the Executive for bona fide claims against the Executive or the Company Group (including settlement amounts), where such claims are based upon the actions or failures to act by the Executive in the
Executive’s capacity as a service provider to the Company Group. 

  
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The Executive will be entitled to coverage under any insurance policies the Company Group may elect to maintain generally for the benefit of its officers, directors and managers against all
costs, charges and expenses incurred in connection with any action, suit or proceeding to which the Executive may be made a party by reason of being an officer, director or manager of any member of the Company Group. 

6.    Termination. The Employment Period shall end and this Agreement shall terminate in the event of a termination
of the Executive’s employment in accordance with any of the provisions of this Section 6 and Section 7, as applicable, on the Date of Termination. 

(a)    Death. The Executive’s employment hereunder and this Agreement shall terminate upon the
Executive’s death. 
 (b)    Disability. The Company may terminate the Executive’s employment and this
Agreement as a result of the Executive’s Disability, provided, that the Company allows the Executive thirty (30) days following Notice of Termination to return to the performance of the essential functions of the Executive’s
position, with or without reasonable accommodation. For purposes of this Agreement, “Disability” means a physical or mental illness, incapacity or disability which has prevented the Executive from substantially performing the
Executive’s material duties for a period of one hundred eighty (180) consecutive days. During any such period that, as a result of such illness, incapacity or disability, the Executive fails to perform the essential function of the
Executive’s position, with or without reasonable accommodation (the “Disability Period”), the Executive shall continue to receive the Executive’s Base Salary at the rate in effect at the beginning of such period as
well as all other payments and benefits set forth in Section 4 hereof, reduced, to the extent permitted by Section 409A (as defined in Section 10 below), by any payments made to the Executive during the Disability Period under the
disability benefit plans of the Company then in effect or under the Social Security disability insurance program. 

(c)    Cause. The Company may terminate the Executive’s employment hereunder and this Agreement for Cause. For
purposes of this Agreement, the Company shall have “Cause” to terminate the Executive’s employment hereunder upon the occurrence of any of the following events: 

(i)    the Executive has committed gross negligence or willful misconduct, an act of fraud, embezzlement,
theft or other criminal act in connection with the Executive’s duties or in the course of the Executive’s employment with the Company; 

(ii)    the Executive has committed an act leading to a conviction of a felony or a misdemeanor involving
moral turpitude; 
 (iii)    the Executive has committed a material breach of any provision of this
Agreement; or 
 (iv)    the failure by the Executive to perform any and all covenants contained in
(A) Section 2 hereof for any reason other than the Executive’s death, Disability or following the Executive’s delivery of a Notice of Termination for Good Reason and (B) Section 9 hereof; 

  
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 provided, that, if reasonably capable of being cured, the Executive shall have thirty (30) days
from the date on which the Executive receives the Company’s Notice of Termination for Cause under clause (iii) or (iv) above to remedy any such occurrence otherwise constituting Cause under such clause (iii) or (iv). The determination
of whether there has been “Cause” for purposes of this Agreement shall be determined by the Board or any committee thereof in its sole discretion. 

(d)    Good Reason. The Executive may terminate the Executive’s employment hereunder for Good Reason.
“Good Reason” for the Executive’s termination of employment shall mean the occurrence, without the Executive’s prior written consent, of any one or more of the following that constitutes a material negative change
to the Executive in the service relationship: 
 (i)    the assignment to the Executive of any position,
authority, duties or other responsibilities materially inconsistent with the Executive’s position, authority, duties or other responsibilities as contemplated by Section 2 hereof; 

(ii)    a reduction in the Base Salary and Target Bonus Opportunity, in the aggregate, from the Base Salary
and Target Bonus Opportunity, in the aggregate, as set by the Board from time to time following the Effective Date; 

(iii)    the relocation of the principal place of employment to a location more than thirty-five
(35) miles from the Principal Place of Employment, if a move to such other location materially increases the Executive’s commute; or 

(iv)    a material breach by the Company or the Parent of any applicable provision of this Agreement; 

provided, in any case, that the Company shall have thirty (30) days from the date on which the Company receives the Executive’s Notice of
Termination for Good Reason to remedy any such occurrence otherwise constituting Good Reason. Notwithstanding any provision of this Agreement to the contrary, the Executive shall not be treated as having terminated the Executive’s employment
for a Good Reason event if the Executive incurs a Separation From Service (as defined in Section 10(b) hereof) more than one year following the initial existence of the particular Good Reason condition or if the Executive has not given the
Company written notice of the Good Reason condition within ninety (90) days after the initial existence of the Good Reason condition or if the Executive waives in writing the Executive’s right to claim Good Reason as a result of the event.

 (e)    Without Cause or Good Reason. Either party hereto may terminate the employment of the Executive and
this Agreement at any time, without Cause in the case of the Company and without Good Reason in the case of the Executive, by giving the other party prior written Notice of Termination in accordance with Section 7 hereof; provided, that
the Executive shall be required to deliver such written notice to the Board at least thirty (30) days’ prior to the Date of Termination if the Executive intends to terminate the Executive’s employment without Good Reason; and
provided, further, that, notwithstanding anything in this Agreement to the contrary, in the event Executive elects not to extend the Employment Period pursuant to Section 1, 

  
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such nonrenewal shall be deemed a termination by Executive of the Executive’s employment with the Company without Good Reason effective as of the last day of the then current Employment
Period, which shall constitute the Date of Termination for purposes of this Agreement, and provided, further, that, notwithstanding anything in this Agreement to the contrary, in the event the Company elects not to extend the Employment
Period pursuant to Section 1, such nonrenewal shall be deemed a termination by the Company of the Executive’s employment with the Company without Cause effective as of the last day of the then current Employment Period, which shall
constitute the Date of Termination for purposes of this Agreement. 
 7.    Termination Procedure. 

(a)    Notice of Termination. Any termination of the Executive’s employment by the Company or by the
Executive (other than a termination pursuant to Section 6(a) hereof) shall be communicated by written Notice of Termination to the other party hereto in accordance with Section 12 hereof. For purposes of this Agreement, a
“Notice of Termination” shall mean a notice that shall indicate the specific termination provision in this Agreement relied upon and, except in the case of termination pursuant to Section 6(e) hereof, shall set forth in
reasonable detail the facts and circumstances claimed to provide a basis for termination of the Executive’s employment under the provision so indicated (including, in the case of any Notice of Termination for Good Reason, a specific description
of the event that the Executive believes constitutes an event of Good Reason). 
 (b)    Date of Termination.
“Date of Termination” shall mean the effective date of termination of the Executive’s employment for any reason, which shall be (i) if the Executive’s employment is terminated pursuant to Section 6(a)
hereof, the date of the Executive’s death, or (ii) if the Executive’s employment is terminated pursuant to Section 6(b) hereof, the later of (A) the date that is thirty (30) days after the Notice of Termination is given
and (B) the date that is the end of the one-hundred eighty (180) day period referenced in Section 6(b) hereof; provided, that the Executive shall not have returned to the
performance of the Executive’s duties on a full-time basis during such period, or (iii) if the Executive’s employment is terminated pursuant to Section 6(c) hereof, the date specified in the Notice of Termination, which date may
be no earlier than the date the Executive is given notice in accordance with Section 12 hereof, or (iv) if the Executive’s employment is terminated pursuant to Section 6(d) hereof, the date on which a Notice of Termination is
given or any later date (within thirty (30) days of the date of such Notice of Termination) set forth in such Notice of Termination, or (v) if the Executive’s employment is terminated for any other reason, the date specified in the
Notice of Termination; provided, that if the Executive’s employment is terminated by the Executive without Good Reason, such date shall be at least thirty (30) days following the date on which Notice of Termination is given (unless
the Company accepts the Executive’s resignation prior to the expiration of such 30-day notice period). The Company may also place the Executive on “garden leave” for all or any portion of such
notice period. 
 8.    Compensation Upon Termination or During Disability. 

(a)    Accrued Salary, Prior Year Bonus and Accrued Obligation Defined. For purposes of this Agreement,
“Accrued Salary” means a lump sum amount in cash equal to the 

  
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sum of the Base Salary accrued but not paid through the Date of Termination for periods through but not following the Date of Termination, and any accrued vacation pay, in each case to the extent
not theretofore paid. For purposes of this Agreement, “Prior Year Bonus” means any bonus earned by the Executive under the Annual Incentive Plan for the fiscal year of the Company immediately preceding the fiscal year of the
Company in which the Date of Termination occurs but not paid as of the Date of Termination. For purposes of this Agreement, payment of the “Accrued Obligation” shall mean payment by the Company or Academy, as applicable, to
the Executive (or the Executive’s designated beneficiary or legal representative, as applicable), when due, of all benefits to which the Executive is entitled under the terms of the employee benefit plans and programs in which the Executive is
a participant as of the Date of Termination, including, without limitation, the vesting of any equity incentive awards in accordance with the terms of the plans and award agreements evidencing such awards, any rights of the Executive as an insured,
or to coverage, under any director’s and officer’s liability insurance policy and any right to indemnification under applicable corporate law, this Agreement, the governing documents of the Company Group or any benefit plan of any member
of the Company Group or otherwise. 
 (b)    Disability; Death. Following the termination of the Executive’s
employment pursuant to Section 6(a) or Section 6(b) hereof, the Company shall pay, or cause Academy to pay, to the Executive (or the Executive’s designated beneficiary or legal representative, if applicable): 

(i)    the Accrued Salary within thirty (30) days after the Date of Termination; 

(ii)    the Prior Year Bonus, if any is due, at the same time in the year of termination as such payment
would be made if the Executive had otherwise continued to be employed by the Company; 
 (iii)    the
Accrued Obligation at the times specified in and in accordance with the terms of the applicable employee benefit plans and compensation arrangements; and 

(iv)    if such termination occurs after the Company’s 2017 fiscal year, a pro rata portion of the
Annual Bonus for the partial fiscal year in which the Date of Termination occurs in an amount equal to the product of (x) the Annual Bonus that the Executive would otherwise have been entitled to receive if the Executive had remained employed
on the date on which such Annual Bonus is paid (but with the amount of the Annual Bonus payable calculated based solely on the level of achievement of the applicable financial performance metrics for such fiscal year and not on any personal
performance goals) and (y) a fraction, the numerator of which is equal to the number of days between and including the first day of the fiscal year of the Company in which the Date of Termination occurs and the Date of Termination, and the
denominator of which is equal to 365, payable in a lump sum payment on the date on which annual bonuses are paid to the Company’s other senior executive officers with respect to such fiscal year. 

(c)    By the Company for Cause or by the Executive Without Good Reason. If during the Employment Period the
Executive’s employment is terminated by the Company for Cause pursuant to Section 6(c) hereof or by the Executive without Good Reason pursuant to Section 6(e) 

  
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hereof, the Company shall pay, or cause Academy to pay, to the Executive the Accrued Salary within thirty (30) days following the Date of Termination and the Prior Year Bonus, if any is due,
at the same time in the year of termination as such payment would be made if the Executive had otherwise continued to be employed by the Company. Following such payments, the Company Group shall have no further obligations, including under the
Annual Incentive Plan, to the Executive other than as may be required by law or with respect to any Accrued Obligation under the terms of an employee benefit plan of the Company Group. The Company shall pay, or cause Academy to pay, the Executive
the Accrued Obligation at the times specified in and in accordance with the terms of the applicable employee benefit plans and compensation arrangements. 

(d)    By the Company Without Cause or by the Executive for Good Reason. If during the Employment Period the
Executive’s employment is terminated by the Company without Cause (including as a result of the Company’s non-extension of the Employment Period pursuant to Section 1), other than as a result of
the Executive’s death or Disability, or if the Executive terminates the Executive’s employment for Good Reason, then: 

(i)    Within thirty (30) days after the Date of Termination the Company shall pay, or cause Academy
to pay, the Executive the Accrued Salary; 
 (ii)    The Company shall pay, or cause Academy to pay, the
Executive the Prior Year Bonus, if any is due, at the same time in the year of termination as such payment would be made if the Executive continued to be employed by the Company; 

(iii)    The Company shall pay, or cause Academy to pay, to the Executive a cash severance payment in an
amount equal to the product of (x) two (2) multiplied by (y) the sum of (A) the Base Salary and (B) the average Annual Bonus paid to (or earned by, to the extent not yet paid as of the Date of Termination) the Executive under the
Annual Incentive Plan for the two fiscal years of the Company immediately preceding the fiscal year in which the Date of Termination occurs (or (I) if the Date of Termination occurs during the Company’s 2018 fiscal year, then the Annual
Bonus paid to (or earned by, to the extent not yet paid as of the Date of Termination) the Executive for the Company’s 2017 fiscal year, or (II) if the Date of Termination occurs during the Company’s 2017 fiscal year, then the Target
Bonus Opportunity). The Company shall make such payment in equal installments ratably over twenty-four (24) months following the Date of Termination (the “Severance Period”) in accordance with the Company’s normal
payroll cycle and procedures, with the first installment to be paid on the first payroll date following the date on which the Release (as defined in Section 8(f) below) becomes irrevocable (the “Release Effective Date”);
provided, that if the Executive’s death occurs subsequent to the Date of Termination, any unpaid installments shall be paid to the Executive’s estate or beneficiaries in a lump sum payment within thirty (30) days
following the date of the Executive’s death; 
 (iv)    The Company shall pay, or cause Academy to
pay, to the Executive an amount equal to the product of (x) the Annual Bonus earned by the Executive under the Annual Incentive Plan for the fiscal year of the Company immediately preceding the fiscal year of the Company in which the Date of
Termination occurs, multiplied by (y) a 

  
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fraction, the numerator of which is equal to the number of days between and including the first day of the fiscal year of the Company in which the Date of Termination occurs and the Date of
Termination, and the denominator of which is equal to 365. Such payment is in lieu of the Annual Bonus that would have otherwise been due to the Executive under the Annual Incentive Plan for the performance period in which the Date of Termination
occurs. The Company shall make such payment in equal installments ratably over twelve (12) months following the Date of Termination in accordance with the Company’s normal payroll cycle and procedures, with the first installment to be paid
on the first payroll date following the Release Effective Date; provided, that if the Executive’s death occurs subsequent to the Date of Termination, any unpaid installments shall be paid to the Executive’s estate or beneficiaries
in a lump sum payment within thirty (30) days following the date of the Executive’s death; 

(v)    During the Severance Period the Company shall (or shall cause Academy to) arrange to provide the
Executive and the Executive’s covered dependents medical insurance benefits, contingent on the Executive electing continuation coverage under the Consolidated Omnibus Budget Reconciliation Act of 1985, as amended (“COBRA”),
no less favorable than those provided to active senior executives of the Company and their dependents at a price equal to the COBRA rate while eligible for COBRA and thereafter at the cost of coverage (which shall be deemed to be the COBRA
cost unless otherwise defined by the U.S. Treasury), and the Company shall pay, or cause Academy to pay, to the Executive each month during the Severance Period an amount equal to the excess, if any, of the monthly premium under the Company’s
benefit plans under which such medical insurance benefits are provided, as in effect from time to time, over the amount of the Executive’s portion of such premiums as if the Executive was an active employee, which payment shall be paid in
advance on the first payroll day of each month during the such Severance Period, commencing with the month immediately following the Date of Termination; provided, that the first such payment shall be made on the Release Effective Date.
Notwithstanding the foregoing, the payments provided under this clause (v) shall cease at such time as the Executive commences to receive such benefits from a subsequent employer of the Executive during the Severance Period (and the Executive
shall have the obligation to notify the Company that the Executive is receiving such benefits from a subsequent employer); 

(vi)    The Company shall, pay, or cause Academy to pay, the Executive an amount equivalent to the product
of (x) the monthly basic life insurance premium applicable to the Executive’s basic life insurance coverage immediately prior to the Date of Termination and (y) the number of full and fractional calendar months of the Severance
Period. The Company shall make such payment in a lump sum in cash on the first payroll date following the Release Effective Date. If applicable, the Executive may, at the Executive’s option, convert the Executive’s basic life insurance
coverage to an individual policy after the Date of Termination by completing the forms required by the Company for this purpose, and the Company will reasonably cooperate in order to assist the Executive with such conversion; and 

  
 11 

 (vii) The Company shall pay, or cause Academy to pay, the Executive the
Accrued Obligation at the times specified in and in accordance with the terms of the applicable employee benefit plans and compensation arrangements. 

(e)    No Right to Specify Year of Payment. The Executive shall have no right to specify the year in which
any payment made under this Section 8 shall be made. 
 (f)    No Duty to Mitigate; Release. The
Company agrees that, if the Executive’s employment with the Company terminates for any reason during the Employment Period, the Executive is not required to seek other employment or to attempt in any way to reduce any amounts payable to the
Executive by the Company pursuant to this Section 8. Further, except to the extent set forth in Sections 4(b), 4(g), 8(d)(v) and 9(e) hereof, the amount of any payment or benefit provided for in this Agreement shall not be reduced by any
compensation earned by the Executive as the result of employment by another employer, by retirement benefits, or by offset against any amount claimed to be owed by the Executive to the Company or Academy. Notwithstanding anything to the contrary
contained herein, payments to the Executive under this Section 8 (other than the Accrued Salary, Prior Year Bonus, if any, and Accrued Obligations) are contingent upon (A) the Executive’s continued compliance with the provisions of
Section 9 hereof and (B) the Executive’s execution and delivery, without revocation, of a fully effective release in the form of Exhibit A attached hereto (the “Release”), which Release
must be executed (and not revoked) by the Executive on or prior to the sixtieth (60th) day following the Date of Termination (such sixty-day period, the “Release Period”).
Notwithstanding the foregoing, to the extent required to comply with Section 409A, if the Release Period straddles the ending and beginning of two (2) consecutive calendar years, then the first installment of any installment
payments of severance payable to the Executive under this Section 8 shall be paid on the first regularly scheduled payroll date that occurs in the second calendar year. 

9.    Restrictive Covenants. 

(a)    Confidential Information. The Company agrees to provide the Executive certain trade secrets, confidential
information and knowledge or data relating to the Company Group and its businesses during the Employment Period. The Executive shall hold in a fiduciary capacity for the benefit of the Company Group all trade secrets, confidential information, and
knowledge or data relating to the Company Group and its businesses, which shall have been obtained by the Executive during the Executive’s employment by any member of the Company Group (hereinafter being collectively referred to as
“Confidential Information”). For the avoidance of doubt, Confidential Information shall not include information that: 

(i)    is already in the Executive’s possession; provided, that the information is not known by
the Executive to be subject to another confidentiality agreement with, or otherwise subject to an obligation of secrecy to, any member of the Company Group, 

(ii)    becomes generally available to the public other than as a result of acts by the Executive or
representatives of the Executive in violation of this Agreement, or 
 (iii)    becomes available to the
Executive on a non-confidential basis from a source other than the Company Group or any of its directors, managers, officers, 

  
 12 

 
employees, agents or advisors; provided, that such source is not known by the Executive to be bound by a confidentiality agreement with, or otherwise bound by an obligation of secrecy to,
any member of the Company Group. 
 The Executive shall not, without the prior written consent of the Company or as may otherwise be required by law or
legal process, other than in the good faith performance of the Executive’s duties, communicate or divulge any such trade secrets, information, knowledge or data to anyone other than the Company Group and those designated by the Company. Any
termination of the Executive’s employment or of this Agreement shall have no effect on the continuing operation of this Section 9(a). 
 The
Executive agrees to return all Confidential Information, including all photocopies, extracts and summaries thereof, and any such information stored electronically on tapes, computer disks or in any other manner to the Company at any time upon
request by the Company and upon the termination of the Executive’s employment hereunder for any reason. Notwithstanding anything herein to the contrary, the Company hereby acknowledges and agrees that the Executive may retain, as the
Executive’s own property, copies of the Executive’s individual personnel documents, such as payroll and tax records and similar personal records as well as the Executive’s rolodex and the Executive’s address book, whether
electronic or in hard copy. 
 Nothing in this Agreement shall prohibit or impede the Executive from communicating, cooperating or filing a complaint with
any U.S. federal, state or local governmental or law enforcement branch, agency or entity (collectively, a “Governmental Entity”) with respect to possible violations of any U.S. federal, state or local law or regulation, or
otherwise making disclosures to any Governmental Entity, in each case, that are protected under the whistleblower provisions of any such law or regulation, provided, that in each case such communications and disclosures are consistent with
applicable law. The Executive does not need the prior authorization of (or to give notice to) the Company regarding any such communication or disclosure. Notwithstanding the foregoing, under no circumstance is the Executive authorized to disclose
any information covered by the Company Group’s attorney-client privilege or attorney work product or the Company Group’s trade secrets without prior written consent of the Company’s CEO & President. 

(b)    Intellectual Property. If the Executive creates, invents, designs, develops, contributes to or improves any
works of authorship, inventions, intellectual property, materials, documents or other work product (including, without limitation, research, reports, software, databases, systems, applications, presentations, textual works, content or audiovisual
materials) (“Works”), either alone or with third parties, at any time during the Executive’s employment by the Company Group and within the scope of such employment and/or with the use of any the Company Group resources
or as the result of any work performed by the Executive for the Company Group (“Company Works”), the Executive shall promptly and fully disclose same to the Company and hereby unconditionally and irrevocably assigns,
transfers and conveys, to the maximum extent permitted by applicable law, all rights, title, interest and intellectual property rights therein (including rights under patent, industrial property, copyright, trademark, trade secret, unfair
competition and related laws) to the Company to the extent ownership of any such rights does not vest originally in the Company. In addition to, and without limitation of the foregoing, the Executive acknowledges and agrees that all of the
Executive’s contributions to 

  
 13 

 
works of authorship within the scope of the Executive’s employment shall be regarded as “Work Made for Hire” (as that term is used in the United States Copyright Act, 17 U.S.C.
§ 101) by the Executive for the Company. 
 To the extent that the Works contain any inventions, developments, concepts, improvements, designs,
discoveries, ideas, data, documentation, information, materials, programs, systems, techniques, trademarks, domain names, or works of authorship created by the Executive before the Executive was employed by the Company (the “Preexisting
Works”), the Executive hereby grants the Company an irrevocable, perpetual, worldwide, royalty-free, non-exclusive license to use, practice, copy, distribute, publish, perform, display, modify,
create derivative works of, and otherwise utilize the Preexisting Works for any purpose whatsoever. 
 The Executive agrees to keep and maintain adequate
and current written records (in the form of notes, sketches, drawings, and any other form or media requested by the Company) of all Company Works. The records will be available to and remain the sole property and intellectual property of the Company
at all times. 
 The Executive shall take all requested actions and execute all requested documents (including any licenses or assignments required by a
government contract) at the Company’s expense (but without further remuneration) necessary to assist the Company in validating, maintaining, protecting, enforcing, perfecting, recording, patenting or registering any of the Company’s rights
in the Company Works. If the Company is unable for any other reason to secure the Executive’s signature on any document necessary for this purpose, then the Executive hereby irrevocably designates and appoints the Company and its duly
authorized officers and agents as the Executive’s agent and attorney in fact, to act for and in the Executive’s behalf and stead to execute any necessary documents and to do all other lawfully permitted acts in connection with the
foregoing. 
 In the event that any of the foregoing provisions with respect to the Works are deemed invalid or ineffective to vest ownership of the Works
with the Company, the Executive hereby grants the Company an irrevocable, perpetual, worldwide, royalty-free license to use, practice, copy, distribute, publish, perform, display, modify, create derivative works of, and otherwise utilize the Works
for any purpose whatsoever. 
 The Executive shall not improperly use for the benefit of, bring to any premises of, divulge, disclose, communicate, reveal,
transfer or provide access to, or share with the Company Group any confidential, proprietary or non-public information or intellectual property relating to a former employer or other third party without the
prior written permission of such third party. The Executive shall comply with all relevant policies and guidelines of the Company, including, without limitation, policies and guidelines regarding the protection of confidential information and
intellectual property and potential conflicts of interest. The Executive acknowledges that the Company may amend any such policies and guidelines from time to time, and that the Executive remains at all times bound by their most current version.

 (c)    Non-Competition. In consideration of the payments, benefits and
other obligations of the Company to the Executive pursuant to this Agreement, including, without limitation, the Company’s obligation to provide the Executive with Confidential Information 

  
 14 

 
pursuant to Section 9(a) hereof, and in order to protect such Confidential Information and preserve the goodwill of the Company Group, the Executive hereby covenants and agrees that, during
the Employment Period and for a period of twelve (12) months following the Date of Termination (the “Restricted Period”), the Executive shall not, without the prior written consent of the Company, directly or indirectly,
for the Executive or for others, as an owner, investor, partner, shareholder, agent, representative, employee, officer, director, consultant, contractor, lender or otherwise (except for owning an investment interest of less than two percent (2%) in
a publicly-traded company), participate in any business engaged primarily in the retail sale of sporting goods and outdoor products, including but not limited to the following companies and any of their successors, affiliates, or subsidiaries:
Dick’s Sporting Goods, Inc.; Cabela’s Inc.; The Sports Authority, Inc.; Bass Pro Shops, Inc.; Gander Mountain Company; and Hibbett Sports, Inc. This restriction does not include (i) multi-purpose retailers, such as Wal-Mart Stores, Inc. and Target Corp., where the sale of sporting goods and outdoor products by such retailer is less than 50% of such retailer’s total sales; and (ii) any business engaged primarily in
the retail sale of sporting goods and outdoor products with total sales from all sources (including retail stores, on-line, subsidiaries and affiliates) of less than $250 million annually. 

(d)    Non-Solicitation; No-Hire.
In further consideration of the payments, benefits and other obligations of the Company to the Executive pursuant to this Agreement, the Executive hereby covenants and agrees that, during the Employment Period and the Restricted Period, the
Executive will not, directly or indirectly, for the Executive’s benefit or for the benefit of any other person, firm or entity, do any of the following: 

(i)    Solicit on the Executive’s own behalf or on behalf of another person or entity, the employment
or services of any person who was known to be employed, in a salaried position, by or was a known substantially full-time consultant or substantially full-time independent contractor to any member of the Company Group upon the Date of Termination,
or within six (6) months prior thereto; 
 (ii)    Hire any person who was employed by the Company
Group in a salaried position at any time during the six (6) month period immediately prior to the Date of Termination; or 

(iii)    Call on, solicit or service any customer, vendor, supplier, licensee, licensor or other business
relation of the Company Group in order to induce or attempt to induce such person to cease doing business with, or reduce the amount of business conducted with, the Company Group, or otherwise knowingly interfere in any material respect with the
business of any member of the Company Group (other than consumers) or the relationship with any such customer, vendor, supplier, licensee, licensor or other business relation of the Company Group that existed prior to the Date of Termination. 

Notwithstanding the foregoing, the restrictions in this Section 9(d) shall not apply with regard to general solicitations of the Executive that are not
specifically directed to employees, consultants or independent contractors of any member of the Company Group. 

(e)    Enforcement. The Executive and the Company agree and acknowledge that the Company has a substantial and
legitimate interest in protecting the Company’s Confidential 

  
 15 

 
Information and goodwill. The Executive and the Company further agree and acknowledge that the provisions of this Section 9 are reasonably necessary to protect the Company’s legitimate
business interests and are designed to protect the Company’s Confidential Information and goodwill. The Executive agrees that the scope of the restrictions as to time, geographic area, and scope of activity in this Section 9 are reasonably
necessary for the protection of the Company Group’s legitimate business interests and are not oppressive or injurious to the public interest. The Executive agrees that in the event of a breach or threatened breach of any of the provisions of
this Section 9 the Company shall be entitled to injunctive relief against the Executive’s activities to the extent allowed by law, and the Executive waives any requirement for the posting of any bond by the Company in connection with such
action. In addition, the Company shall be entitled to immediately cease paying any amounts remaining due pursuant to Section 8 hereof (other than the Accrued Salary, Prior Year Bonus, if any, and Accrued Obligations), in the event that the
Executive has violated any provision of Section 9. In the event that any court determines that any restriction in this Agreement constitutes an unreasonable restriction against the Executive, the Executive and the Company agree that the
provisions of this Agreement shall not be rendered void but shall apply as to time, territory or to ‘such other extent as such court may determine or indicate constitutes a reasonable restriction under the circumstances involved. The Executive
further agrees that any breach or threatened breach of any of the provisions of Section 9(a), (b) or (c) would cause injury to the Company for which monetary damages alone would not be a sufficient remedy. 

10.    Section 409A. 

(a)    Compliance With 409A. The parties hereby agree that the provisions of this Agreement shall be
interpreted to comply with or be exempt from Section 409A, and all provisions of this Agreement shall be construed in a manner consistent with the requirements for avoiding taxes or penalties under Section 409A. If any provision of this
Agreement (or of any award of compensation, including equity compensation or benefits) would cause the Executive to incur any additional tax or interest under Section 409A and modifying it would avoid such additional tax, the Company shall,
after consulting with the Executive, reform such provision to comply with or avoid application of Section 409A; provided, that the Company agrees to maintain, to the maximum extent practicable, the original intent and economic benefit to
the Executive of the applicable provision without violating the provisions of Section 409A. 
 (b)    Six-month Wait for Specified Employees. Notwithstanding any provision to the contrary in this Agreement, if the Executive is deemed on the Date of Termination to be a Specified Employee and the Company is a
public company, then with regard to any payment or the provision of any benefit that is required to be delayed in compliance with Section 409A(a)(2)(B) of the Code (as defined below), such payment or benefit shall not be made or provided
(subject to the last sentence hereof) prior to the earlier of (i) the expiration of the six (6) month period measured from the date of the Executive’s Separation From Service or (ii) the date of the Executive’s death (such
relevant period, the “Delay Period”). Upon the expiration of the Delay Period, all payments and benefits delayed pursuant to this Section 10(b) (whether they would have otherwise been payable in a single sum or in
installments in the absence of such delay) shall be paid or reimbursed to the Executive in a lump sum, and any remaining payments and benefits due under this Agreement shall be paid or provided in accordance with the normal payment dates specified
for them herein. Notwithstanding the foregoing, to the extent that the 

  
 16 

 
foregoing applies to the provision of any ongoing welfare benefits to the Executive that would not be required to be delayed if the premiums therefore were paid by the Executive, the Executive
shall pay the full cost of premiums for such welfare benefits during the Delay Period and the Company shall pay, or shall cause Academy to pay, the Executive an amount equal to the amount of such premiums paid by the Executive during the Delay
Period promptly after its conclusion. For purposes of this Agreement, the terms “Separation From Service” and “Specified Employee” shall have the meanings ascribed to those terms in Section 409A,
the term “Section 409A” means Section 409A of the Internal Revenue Code of 1986, as amended (the “Code”), and the regulations issued thereunder by the Internal
Revenue Service and the Department of Treasury. 
 (c)    Termination as a Separation from Service. A
termination of employment shall not be deemed to have occurred for purposes of Sections 1 and 8 hereof and any other provision of this Agreement providing for the payment of any amounts or benefits subject to Section 409A upon or following a
termination of employment unless such termination is also a Separation From Service and, for purposes of any such provision of this Agreement, references to a “termination,” “termination of employment” or like terms shall mean
Separation From Service. 
 (d)    Payment Period for Reimbursements,
In-Kind Benefits and Tax Gross-Up Payments. All reimbursements for costs and expenses pursuant this Agreement shall be paid in no event later than the end of the
calendar year following the calendar year in which the Executive incurs such expense. With regard to any provision herein that provides for reimbursement of costs and expenses or in-kind benefits, except as
permitted by Section 409A, (i) the right to reimbursement or in-kind benefits shall not be subject to liquidation or exchange for another benefit, and (ii) the amount of expenses eligible for
reimbursements or in-kind benefits provided during any taxable year shall not affect the expenses eligible for reimbursement or in-kind benefits to be provided in any
other taxable year; provided, that the foregoing clause (ii) shall not be violated with regard to expenses reimbursed under any arrangement covered by Section 105(b) of the Code solely because such expenses are subject to a limit
related to the period the arrangement is in effect. 
 (e)    Payments Within Specified Number of Days.
Whenever a payment under this Agreement specifies a payment period with reference to a number of days (e.g., “payment shall be made within thirty (30) days following the Date of Termination”), the actual date of payment within the
specified period shall be within the sole discretion of the Company. 
 (f)    Installments as Separate
Payment. If under this Agreement, an amount is to be paid in two or more installments, for purposes of Section 409A, each installment shall be treated as a separate payment. 

11.    Successors; Binding Agreement. 

(a)    Company’s Successors. The Company and the Parent will require any successor (whether direct or indirect,
by purchase, merger, consolidation or otherwise) to all or substantially all of the business and/or assets of the Company and/or the Company Group, as applicable, to expressly assume and agree to perform this Agreement in the same manner and to the
same extent that the Company would be required to perform it if no such succession had 

  
 17 

 
taken place. Failure of the Company and the Parent to obtain such assumption and agreement prior to the effectiveness of any such succession shall be a breach of this Agreement and shall entitle
the Executive to compensation from the Company in the same amount and on the same terms as the Executive would be entitled to hereunder if the Executive terminated the Executive’s employment for Good Reason, except that for purposes of
implementing the foregoing, the date on which any such succession becomes effective shall be deemed the Date of Termination. As used in this Section 11(a), the term “Company” shall mean the Company as hereinbefore defined and any
successor to the business and/or assets of the Company and/or the Company Group as aforesaid (including but not limited to an acquirer of such business and/or assets) that executes and delivers the agreement provided for in this Section 11 or
which otherwise becomes bound by all the terms and provisions of this Agreement by operation of law or otherwise. 

(b)    Executive’s Successors. This Agreement and all rights of the Executive hereunder shall inure to the
benefit of and be enforceable by the Executive’s personal or legal representatives, executors, administrators, successors, heirs, distributees, devisees and legatees. If the Executive should die while any amounts would still be payable to the
Executive hereunder if the Executive had continued to live or any amount is payable under this Agreement as a result of the Executive’s death, all such amounts unless otherwise provided herein shall be paid in accordance with the terms of this
Agreement to the Executive’s devisee, legatee or other designee or, if there is no such designee, to the Executive’s estate. 

12.    Notice. For the purposes of this Agreement, notices, demands and all other communications provided
for in this Agreement shall be in writing and shall be deemed to have been duly given when delivered or (unless otherwise specified) mailed by United States certified or registered mail, return receipt requested, postage prepaid, addressed as
follows: 
 If to the Executive, to the last address shown on records of the Company; 

If to the Company or the Parent: 

Academy Managing Co., L.L.C. 

1800 North Mason Road 
 Katy,
Texas 77449 
 Attention: CEO & President 

or to such other address as either party may have furnished to the other in writing in accordance herewith, except that notices of change of address shall be
effective only upon receipt. 
 13.    Amendment or Modification; Waiver. No provisions of this Agreement
may be modified, waived or discharged unless such waiver, modification or discharge is agreed to in writing signed by the Executive and such officer of the Company as may be specifically designated by the Board or a compensation committee thereof.
No waiver by either party hereto at any time of any breach by the other party hereto of, or compliance with, any condition or provision of this Agreement to be performed by such other party shall be deemed a waiver of similar or dissimilar
provisions or conditions at the same or at any prior or subsequent time. No agreements or representations, oral or otherwise, express or implied, with respect to the subject matter hereof have been made by either party which are not set forth
expressly in this Agreement. 

  
 18 

 14.    Dispute Resolution. 

(a)    THE PARTIES AGREE TO SUBMIT ALL DISPUTES AND/OR ACTIONS REGARDING THIS AGREEMENT TO THE EXCLUSIVE JURISDICTION OF
THE STATE OR FEDERAL COURTS IN HARRIS COUNTY, TEXAS. EACH OF THE PARTIES WAIVES ANY RIGHTS TO A TRIAL BY JURY. 

(b)    EXCEPT WHERE INJUNCTIVE OR OTHER EMERGENCY RELIEF IS SOUGHT, THE PARTIES AGREE THAT, AS A CONDITION PRECEDENT TO
ANY ACTION REGARDING DISPUTES ARISING UNDER THIS AGREEMENT, SUCH DISPUTES SHALL FIRST BE SUBMITTED TO MEDIATION BEFORE A PROFESSIONAL MEDIATOR SELECTED BY THE PARTIES, AT A MUTUALLY AGREED TIME AND PLACE, AND WITH THE MEDIATOR’S FEES SPLIT
EQUALLY BETWEEN THE PARTIES. 
 15.    Governing Law. The validity, interpretation, construction and performance
of this Agreement shall be governed by the laws of the State of Texas without regard to its conflicts of law principles. 

16.    Miscellaneous. All references to sections of any statute shall be deemed also to refer to any successor
provisions to such sections. The obligations of the parties under Sections 5, 8, 9, 10, 11, 12 and 14 hereof shall survive the expiration of the Employment Period and the termination of this Agreement. The compensation and benefits payable to
the Executive or the Executive’s beneficiary under Section 8 of this Agreement shall be in lieu of any other severance benefits, if any, to which the Executive may otherwise be entitled upon the Executive’s termination of employment
under any severance plan, program, policy or arrangement of the Company; provided, that such compensation and benefits shall not be in lieu of any compensation and benefits provided under any change of control agreement or other agreement
providing any retention, incentive, or other similar bonus to the Executive, including if such retention, incentive, or other similar bonus becomes payable upon or in connection with the Executive’s termination of employment or resignation.

 17.    Severability. The invalidity or unenforceability of any provision or provisions of this Agreement shall
not affect the validity or enforceability of any other provision of this Agreement, which shall remain in full force and effect throughout the Employment Period. Should any one or more of the provisions of this Agreement be held to be excessive or
unreasonable as to duration, geographical scope or activity, then that provision shall be construed by limiting and reducing it so as to be reasonable and enforceable to the extent compatible with the applicable law. 

18.    Entire Agreement; Effectiveness of Agreement. This Agreement, including 

Appendix A and Appendix B attached hereto, sets forth the entire agreement of the parties hereto in respect of the Executive’s
employment with the Company (and any termination thereof) and all other subject matter contained herein, supersedes all prior agreements, promises, covenants, arrangements, communications, representations or warranties, whether oral or
written, by any officer, employee or representative of any party hereto. 

  
 19 

 19.    Withholding. The Company or Academy, as applicable,
may withhold from any payments or benefits made or provided pursuant to this Agreement all federal, state, local, foreign and other taxes as may be required to be withheld under applicable law and all other employee deductions made with respect to
employees or other senior executive officers of the Company or Academy generally, as applicable. 

20.    Counterparts. This Agreement may be executed in one or more counterparts, each of which shall be
deemed to be an original but all of which together will constitute one and the same instrument. 

21.    Fees. The Company agrees to reimburse Executive for the reasonable attorneys’ fees incurred by
Executive in connection with the negotiation and execution of this Agreement and any amendment or restatement of this Agreement, in an amount not to exceed $10,000. 

(Signatures on next page.) 

 IN WITNESS WHEREOF, the parties have executed this Agreement effective as of the date first
written above. 
  

					
	ACADEMY MANAGING CO., L.L.C.
		
	By:	 	 /s/ James Kevin (J.K.) Symancyk

		 	Name:	 	James Kevin (J.K.) Symancyk
		 	Title:	 	President and Chief Executive Officer
	
	NEW ACADEMY HOLDING COMPANY, LLC
		
	By:	 	 /s/ James Kevin (J.K.) Symancyk

		 	Name:	 	James Kevin (J.K.) Symancyk
		 	Title:	 	President and Chief Executive Officer
	
	EXECUTIVE
		
	By:	 	 /s/ Michael Mullican

		 	Name:	 	Michael Mullican

 Signature page to Employment Agreement 

 APPENDIX A 

FORM OF RELEASE 
 THIS
RELEASE (this “Release”) is executed as of the date set forth below by Michael Mullican (the “Executive”). 

WHEREAS, the Executive is currently employed by Academy Managing Co., L.L.C., a Texas limited liability company (the
“Company”), pursuant to that certain Employment Agreement by and among the Executive, the Company, and New Academy Holding Company, LLC, a Delaware limited liability company, dated as of [DATE] (the “Employment
Agreement”); and 
 WHEREAS, the Executive’s employment with the Company (together, with its subsidiaries and affiliates,
the “Company Group”) will terminate effective as of             , 20    . 

NOW, THEREFORE, in consideration of the mutual promises and covenants contained in this Agreement and other good and valuable consideration,
the Executive hereby agrees as follows: 
 The Executive shall be paid or provided severance payments and benefits in accordance with the terms and
conditions of Section 8(d) of the Employment Agreement; provided, that no such severance payments and benefits shall be paid or provided if the Executive revokes this Release pursuant to paragraph 9 below. 

The Executive hereby irrevocably and unconditionally releases, acquits and forever discharges each member of the Company Group and each equityholder, agent,
representative, administrator, trustee, attorney, insurer, fiduciary, director, manager, officer and employee of such member of the Company Group, including their successors and assigns (collectively, “Releasees”), from any
and all claims, liabilities, obligations, damages, causes of action, demands, costs, losses and/or expenses (including attorneys’ fees) of any nature whatsoever, whether known or unknown, arising out of or relating to the Executive’s
employment or termination of employment with, the Executive’s serving in any capacity in respect of, or the Executive’s status at any time as a holder of securities of, any member of the Company Group, including, but not limited to, rights
arising out of alleged violations of any contracts, express or implied, any covenant of good faith and fair dealing, express or implied, or any tort, or any legal restrictions on the Company’s right to terminate the Executive’s employment,
or any federal, state or other governmental statute, regulation or ordinance, including, without limitation, Title VII of the Civil Rights Act of 1964, as amended and the Age Discrimination in Employment Act of 1967, as amended, the Texas Commission
on Human Rights Act, Chapter 451 of the Texas Labor Code, the Texas Payday Law, the. Equal Pay Act, the Fair Labor Standards Act, the Consolidated Omnibus Budget Reconciliation Act, the Employee Retirement Income Security Act of 1974, as amended,
the Civil Rights Act of 1991, the Family and Medical Leave Act of 1993, and the Americans with Disabilities Act of 1990, which the Executive claims to have against any of the Releasees (in each case, except as to indemnification provided by
(a) the Employment Agreement with the Company (as amended or superseded from time to time) and/or (b) by the Company’s Regulations and any indemnification agreement or arrangement permitted by the laws of the

  
 Appendix A-1 

 
State of Texas and by officers and other liability insurance coverages to the extent the Executive would have enjoyed such coverages had the Executive remained an officer of the Company). In
addition, to the extent permitted by law, the Executive waives all rights and benefits afforded by any state laws which provide in substance that a general release does not extend to claims which a person does not know or suspect to exist in the
Executive’s favor at the time of executing the release which, if known by the Executive, must have materially affected the Executive’s settlement with the other person. 

The exceptions to the foregoing are (i) claims and rights that may arise after the date of execution of this Release, (ii) claims and rights arising
or with regard to accrued benefits under any under any employee benefit plan, policy or arrangement maintained by the Company (including, but not limited to the Annual Incentive Plan), (iii) claims and rights arising with respect to severance
payments and benefits payable to the Executive under Section 8(d) of the Employment Agreement, (iv) treatment of the Executive’s equity awards as provided in the applicable equity plan or award agreement, (v) any existing right
to indemnification under applicable corporate law, the Employment Agreement, the by-laws or certificate of incorporation of the Company or its parent entities or Affiliates or any benefit plan of the Company
and its Affiliates, or any agreement between the Executive and the Company or its parent entities or Affiliates, (vi) any rights of the Executive as an insured, or to coverage, under any director’s and officer’s liability insurance
policy of the Company or its parent entities or Affiliates, (vii) any rights or obligations of the Executive under applicable law which cannot be waived or released pursuant to an agreement, (viii) the Executive’s rights to enforce
this Release, and (ix) the Executive’s rights under the provisions of the Employment Agreement that are intended to survive the Executive’s termination of employment as expressly stated therein. 

The Executive represents and warrants that the Executive has not previously filed, and to the maximum extent permitted by law, agrees not to file, a claim
against any Releasee regarding any of the claims respectively released herein. If, notwithstanding this representation and warranty, the Executive has filed or files such a claim, the Executive agrees to cause such claim to be dismissed with
prejudice and shall pay any and all costs required in obtaining dismissal of such claim, including without limitation the attorneys’ fees and expenses of any of the parties against whom such a claim has been filed. 

The Executive understands and agrees that: 
  

	 	1.	 The Executive has a period of 21 days within which to consider whether the Executive desires to execute this
Release, that no one hurried the Executive into executing this Release during that 21-day period, that no one coerced the Executive into executing this Release, and that, if applicable, execution of this
Release before the expiration of the 21-day period is voluntary. 

  

	 	2.	 The Executive has carefully read and fully understands all of the provisions of this Release, and declares that
the Release is written in a manner that the Executive fully understands. 

  

	 	3.	 The Executive is, through this Release, releasing the Releasees from any and all claims the Executive may have
against the Releasees, and that this Release 

  
 Appendix A-2 

	 	
constitutes a release and discharge of claims arising under the Age Discrimination in Employment Act of 1967, as amended, 29 U.S.C. §§ 621-634,
including the Older Workers’ Benefit Protection Act, 29 U.S.C. § 626(f). 

  

	 	4.	 The Executive declares that the Executive’s agreement to all of the terms set forth in this Release is
knowing and is voluntary. 

  

	 	5.	 The Executive knowingly and voluntarily intends to be legally bound by the terms of this Release.

  

	 	6.	 The Executive was advised and hereby is advised in writing to consult with an attorney of his choice concerning
the legal effect of this Release prior to executing this Release. 

  

	 	7.	 The Executive understands that rights or claims that may arise after the date this Release is executed are not
waived. 

  

	 	8.	 The Executive understands that the Executive is waiving his rights or claims under the Age Discrimination in
Employment Act in exchange for consideration to which he is not otherwise entitled. 

  

	 	9.	 The Executive understands that, in connection with the release of any claim arising under the Age
Discrimination in Employment Act, the Executive has 7 days following the Executive’s execution of this Release to revoke the Executive’s acceptance of this Release, and that he may deliver notification of revocation by letter or facsimile
addressed to the CEO & President of the Company, at 1800 North Mason Road, Katy, TX 77449, or (281) 646-5850. The Executive understands that this Release will not become effective and binding with
respect to any claim arising under the Age Discrimination in Employment Act, until after the expiration of the period during which the Executive may revoke this Release. The revocation period commences when the Executive executes this Release and
ends at 11:59 p.m. on the seventh calendar day after execution, not counting the date on which the Executive executes this Release. The Executive understands that if the Executive does not deliver a notice of revocation within the time period
described in this paragraph 9, this Release will become a final, binding and enforceable release of any claim of age discrimination. This right of revocation shall not affect the release of any claim other than a claim of age discrimination arising
under federal law. 

  

	 	10.	 The Executive understands that nothing in this Release shall be construed to prohibit the Executive from filing
a charge or complaint, including a challenge to the validity of this Release, with the Equal Employment Opportunity Commission or participating in any investigation or proceeding conducted by the Equal Employment Opportunity Commission. Further, the
Executive understands that nothing in this Release shall be deemed to limit any Releasee’s right to seek immediate dismissal of such charge or complaint on the basis that the Executive’s signing of this Release constitutes a full release
of any individual rights under the 

  
 Appendix A-3 

	 	
federal discrimination laws, or to seek restitution to the extent permitted by applicable law of the payments and benefits provided to the Executive under the Agreement in the event the Executive
successfully challenges the validity of this Release and prevails in any claim under the federal discrimination laws. 

AGREED AND ACCEPTED, on this      day of             
         
  

			
	EXECUTIVE
		
	By:	 	  

	Name:	 	Michael Mullican

  
 Appendix A-4 

 Appendix B 

Relocation Benefits 
 The Company shall
provide, or cause Academy to provide, the Executive with the following relocation benefits pursuant to the terms and conditions set forth in Section 4(d) of the Employment Agreement: 

 

	 	1.	 A relocation allowance of $50,000 (gross), payable no later than the Company’s first regular payroll date
following the Commencement Date; 

  

	 	2.	 Reimbursement by the Company for reasonable travel and lodging expenses incurred for one (1), three-day, two-night house-hunting trip to the Houston area for the Executive and a guest, to be reserved by the Company’s relocation department. 

 

	 	3.	 Company-paid temporary housing for up to 90 days, as needed, including per diem; 

 

	 	4.	 Company-paid professional moving service by an Academy designated move partner (including coverage for all
standard household goods, two (2) vehicles and packing and unpacking); 

  

	 	5.	 Storage of standard household goods for the duration of, the period of temporary housing used (if needed)

  

	 	6.	 Reimbursement by the Company for reasonable travel and lodging expenses incurred for one (1), two-day, one-night house-sale closing trip for former residence for the Executive only, to be reserved by the Company’s relocation department. 

 

	 	7.	 Payment by the Company of 6% of the sales price of the Executive’s existing primary residence for realtor
fees and up to $3,500 in customary closing costs for the sale of the Executive’s existing primary residence; 

  

	 	8.	 One (1) full family one-way final trip from
Pittsburgh, Pennsylvania to Houston Texas; 

  

	 	9.	 Up to five (5) days off with pay for relocation related needs (up to 8 hours per day).

 AMENDMENT AGREEMENT 

This Amendment Agreement (the “Amendment”) is made as of December 21, 2017 by Michael P. Mullican
(“Executive”), Academy Managing Co., L.L.C. (the “Company”), and New Academy Holding Company, LLC (the “Parent”). Capitalized terms used but not defined herein shall the
meanings ascribed to such terms in that certain Employment Agreement by and between the Company, the Parent, and Executive, dated as of January 6, 2017 (the “Employment Agreement”). 

WHEREAS, the Company desires to promote and retain Executive as Executive Vice President —Chief Financial Officer of the Company; and

 WHEREAS, Executive, the Company, the Parent wish to confirm their agreement with respect to the foregoing by executing this Amendment.

 NOW, THEREFORE, for good and valuable consideration, the sufficiency of which is hereby acknowledged, the Company, the Parent and
Executive, intending to legally be bound, agree as follows: 

Section 1.    Amendments. 

 

	 	(a)	 Section 2(a) of the Employment Agreement is hereby amended by adding the following sentence immediately
after the first sentence therein: 

 “As of December 3, 2017 and thereafter, the Executive shall (i) serve
as Executive Vice President and Chief Financial Officer of the Company, in which capacity the Executive shall perform the usual and customary duties of such offices, which shall be those normally inherent in such capacities in companies of similar
size and character as the Company Group, and (ii) no longer serve as General Counsel of the Company.” 
  

	 	(b)	 Section 4(a) of the Employment Agreement is hereby amended by adding the following sentence immediately
after the second sentence therein: 

 “The Base Salary as of December 3, 2017 and thereafter shall be
$475,000.00.” 
  

	 	(c)	 Section 4(b) of the Employment Agreement is hereby amended by adding the following sentence at the end of
the subsection: 

 “For the Company’s 2017 fiscal year, Executive’s Annual Bonus (if any) shall be
calculated based on Executive’s Base Salary as of December 1, 2017.” 
  

	 	(d)	 Section 4 of the Employment Agreement is hereby amended by adding the following subsection as a new
Section 4(j) of the Employment: 

 “(j) 2018 Equity Grants. On the same date in the first quarter of the
Company’s 2018 fiscal year on which options are first granted to other senior executives of the Company (and subject to the Executive’s continued employment on such grant date) (the “Option Grant Date”), the
Executive will be granted a number of options to acquire Membership Units of the Parent (the “Options”) pursuant and subject to the New Academy Holding Company, LLC 2011 Unit Incentive Plan, as may be amended from time to
time, and the terms and conditions of the form of an Option Award Agreement to be provided by the Company, which Options 

  
 AMENDMENT AGREEMENT

 Page 1 

 
shall have a grant date fair value to be determined by the Board at a later date. Sixty-six and two-thirds percent
(662/3%) of the Options will be service-based and vest ratably over a period of four years from the Option Grant Date based solely on the
Executive’s continued employment, in accordance with the terms of such Option Award Agreement. Thirty-three and one-third percent (33’/3%) of the Options will be performance- and service-based and
vest ratably over a period of four years from the Option Grant Date (generally) based on the Parent’s achievement of the performance goal established by the Compensation Committee of the Board for the first year only and thereafter, if the
first-year performance goal was achieved, based solely on the Executive’s continued employment, in accordance with the terms of such Option Award Agreement. The Executive’s eligibility for equity awards in future fiscal years will be
determined by the Board in its sole discretion.” 
  

	 	(e)	 Section 9(c) of the Employment Agreement is hereby amended and restated by deleting all of the language therein
and replacing it with the following: 

“(c)    Non-Competition. In consideration of the payments, benefits
and other obligations of the Company to the Executive pursuant to this Agreement, including, without limitation, the Company’s obligation to provide the Executive with Confidential Information pursuant to Section 9(a) hereof, and in order
to protect such Confidential Information and preserve the goodwill of the Company Group, the Executive hereby covenants and agrees that, during the Employment Period and for a period of twenty-four (24) months following the Date of Termination
(the “Restricted Period”), the Executive shall not, without the prior written consent of the Company, directly or indirectly, for the Executive or for others, as an owner, investor, partner, shareholder, agent,
representative, employee, officer, director, consultant, contractor, lender or otherwise (except for owning an investment interest of less than two percent (2%) in a publicly-traded company), participate in any business engaged primarily in the
retail sale of sporting goods and outdoor products, including but not limited to the following companies and any of their successors, affiliates, or subsidiaries: Dick’s Sporting Goods, Inc.; Cabela’s Inc.; The Sports Authority, Inc.; Bass
Pro Shops, Inc.; Gander Mountain Company; and Hibbett Sports, Inc. This restriction does not include (i) multi-purpose retailers, such as Wal-Mart Stores, Inc. and Target Corp., where the sale of sporting
goods and outdoor products by such retailer is less than 50% of such retailer’s total sales; and (ii) any business engaged primarily in the retail sale of sporting goods and outdoor products with total sales from all sources (including
retail stores, on-line, subsidiaries and affiliates) of less than $250 million annually.” 

Section 2.    Acknowledgment. Executive acknowledges and agrees that Executive hereby
waives any right or claim that the modification of Section 2(a) of the Employment Agreement as described and provided in this Amendment constituted or constitutes an event giving rise to Good Reason under the Employment Agreement or any other
agreement referenced therein. 
 Section 3.    Headings. The headings of the sections
of this Amendment are inserted as a matter of convenience and for reference purposes only and in no respect define, limit or describe the scope of this Amendment or the intent of any section. 

  
 AMENDMENT AGREEMENT

 Page 2 

 Section 4.    Governing Law. This
Amendment shall be governed by, and construed in accordance with, the laws of the State of Texas, applicable to contracts executed in and to be performed entirely within that State. 

Section 5.    Entire Agreement. Except as expressly amended hereby, the terms and
conditions of the Employment Agreement shall continue in full force and effect. 

Section 6.    Counterparts. This Amendment may be executed in one or more counterparts,
each of which shall be deemed to be an original but all of which together constitute one and the same instrument. 
 (Remainder of page
intentionally left blank. Signature page follows.) 

  
 AMENDMENT AGREEMENT

 Page 3 

 IN WITNESS WHEREOF, the parties have executed this Agreement effective as of the date first
written above. 
  

					
	EXECUTIVE
		
	By:	 	 /s/ Michael Mullican

		 	Name:	 	Michael Mullican
	
	COMPANY:
	
	ACADEMY MANAGING CO., L.L.C.
		
	By:	 	 /s/ James Kevin (J.K.) Symancyk

		 	Name:	 	James Kevin (J.K.) Symancyk
		 	Title:	 	President and Chief Executive Officer
	
	PARENT:
	
	NEW ACADEMY HOLDING COMPANY, LLC
		
	By:	 	 /s/ James Kevin (J.K.) Symancyk

		 	Name:	 	James Kevin (J.K.) Symancyk
		 	Title:	 	President and Chief Executive Officer

  
 Signature page to
Amendment AgreementEX-10.31

 Exhibit 10.31 

EXECUTIVE EMPLOYMENT AGREEMENT 

by and among 
 ACADEMY
MANAGING CO., L.L.C., 
 NEW ACADEMY HOLDING COMPANY, LLC, 

and 
 Steve Lawrence

 Dated: 1/29/2019 
  

 EXECUTIVE EMPLOYMENT AGREEMENT 

THIS EXECUTIVE EMPLOYMENT AGREEMENT (this “Agreement”), dated as of January 29, 2019, is entered into by and
among Steve Lawrence (the “Executive”), Academy Managing Co., L.L.C., a Texas limited liability company (the “Company”), and New Academy Holding Company, LLC, a Delaware limited liability company (the
“Parent”). 
 WHEREAS, the Company is the sole general partner of Academy, Ltd., a Texas limited partnership
(“Academy”); and 
 WHEREAS, the Company desires to employ the Executive as Executive Vice President and Chief
Merchandising Officer of the Company and to encourage the attention and dedication to the Company Group (as such term is defined below) of the Executive as a member of the Company’s management pursuant to the terms and conditions set forth in
this Agreement; and 
 WHEREAS, the Executive acknowledges that (i) the Executive’s employment with the Company will provide the
Executive with trade secrets of, and confidential information concerning, the Company, the Parent and the entities controlled by, controlling or under common control with the Company or the Parent that conduct Academy’s business (such entities,
together with Academy, the Company and the Parent, collectively, the “Company Group”), and (ii) the covenants contained in this Agreement are essential to protect the business and goodwill of the Company Group. 

NOW, THEREFORE, in consideration of the premises and the respective covenants and agreements of the parties herein contained, and intending to
be legally bound hereby, the parties hereto agree as follows: 
 1.    Employment and Term. The Company
hereby agrees to employ the Executive, and the Executive hereby accepts such employment, on the terms and conditions hereinafter set forth. The period of employment of the Executive by the Company hereunder (the “Employment Period”)
commenced or shall commence on February 11, 2019 (the “Commencetnent Date”), and shall end when terminated by either the Company or the Executive in accordance with Section 6 hereof. 

2.    Position and Duties. 

(a)    As of the Commencement Date, the Executive shall serve as Executive Vice President and Chief Merchandising Officer
for the Company, in which capacity the Executive shall perform the usual and customary duties of such office, which shall be those normally inherent in such capacity in companies of similar size and character as the Company Group. The Executive
shall report to the Chairman, President, and Chief Executive Officer of the Company. The Executive shall, if requested, also serve as an officer or director of any member of the Company Group for no additional compensation. When reasonably requested
by the Chairman, President, and Chief Executive Officer, the Executive shall also be required to perform the usual and customary duties of any executive with the title of Executive Vice President with companies of similar size and character as the
Company Group, whether or not such duties arc within the scope of the Executive’s duties on the Commencement Date. 

  
 1 

 (b)    During the Employment Period, the Executive agrees to devote
substantially Executive’s full time, attention and energies to the Company Group’s business and agrees to faithfully and diligently endeavor to the best of Executive’s ability to further the best interests of the Company Group. The
Executive shall not engage in any other business activity, whether or not such business activity is pursued for gain, profit or other pecuniary advantage. Subject to the covenants of Section 9 hereof, this shall not be construed as preventing
the Executive from investing Executive’s own assets in such form or manner as will not require Executive’s services in the daily operations of the affairs of the companies in which such investments are made. Further, subject to the
covenants of Section 9 hereof, the Executive may serve as a director of other companies, if such service is approved by the Parent’s Board of Managers or, if and when applicable, the equivalent ultimate governing authority of the Company
Group (the “Board”), so long as such service is not detrimental to the Company Group, does not interfere with the Executive’s service to the Company Group, and does not present the Executive with a conflict of interest.

 (c)    The Executive agrees and acknowledges that, in connection with the Executive’s employment relationship
with the Company, the Executive owes fiduciary duties to the Company Group and will act accordingly. In keeping with the Executive’s fiduciary duties to the Company Group, the Executive agrees that the Executive shall not, directly or
indirectly, become involved in any conflict of interest, or upon discovery thereof, allow such a conflict to continue. Moreover, the Executive agrees that the Executive shall promptly disclose to the Board any facts which might involve any
reasonable possibility of a conflict of interest, or be perceived as such. 
 (d)    Circumstances in which a conflict
of interest on the part of the Executive would or might arise, and which should be reported immediately by the Executive to the Board, include, but are not limited to, the following: (i) ownership of a material interest in, acting in any
capacity for, or accepting directly or indirectly any payments, services or loans from a supplier, contractor, subcontractor, customer or other entity with which the Company Group does business; (ii) misuse of information or facilities to which
the Executive has access in a manner which will be detrimental to the Company Group’s interest; (iii) disclosure or other misuse of Confidential Information (as defined in Section 9(a) hereof); (iv) acquiring or trading in, directly
or indirectly, other properties or interests connected with the design, manufacture or marketing of products or services designed, manufactured or marketed by the Company Group; (v) the appropriation to the Executive or the diversion to others,
directly or indirectly, of any opportunity in which it is known or could reasonably be anticipated that the Company Group would be interested; (vi) the ownership, directly or indirectly, of a material interest in an enterprise in competition
with the Company Group or acting as a director, officer, partner, consultant, employee or agent of any enterprise which is in competition with the Company Group; and (vii) if not otherwise listed in this provision, any other circumstances that
would create a conflict of interest under the Company’s Ethics and Code of Conduct Policy and any successors thereto. 

  
 2 

 (e)    Further, the Executive covenants, warrants and represents that
the Executive shall: 
 (i)    devote the Executive’s full and best efforts to the fulfillment of
the Executive’s employment obligations hereunder; 
 (ii)    exercise the highest degree of
fiduciary loyalty and care and the highest standards of conduct in the performance of the Executive’s duties hereunder; and 

(iii)    endeavor to prevent any harm, in any way, to the business or reputation of the Company Group. 

(f)    For purposes of this Section 2, the determination of whether any matter or transaction constitutes a conflict
of interest hereunder shall be made solely by the Board in its reasonable, good faith discretion; provided that any matter or transaction that is permitted by or otherwise in compliance with the terms and conditions of all applicable ethics,
conflict of interest or similar written policies of the Company Group in effect at the time of such determination shall not be a conflict of interest hereunder. The determination of whether any matter or transaction is permitted by or otherwise in
compliance with the terms and conditions of such policies shall be made solely by the Board in its reasonable, good faith discretion. 

3.    Place of Performance. In connection with the Executive’s employment by the Company, the Executive’s
principal business address shall be at the Company’s current principal executive offices in Katy, Texas (the “Principal Place of Employment”). The Executive acknowledges that the Executive’s duties and responsibilities
shall require the Executive to travel on business to the extent reasonably necessary to fully perform the Executive’s duties and responsibilities hereunder. 

4.    Compensation and Related Matters. 

(a)    Base Salaiy. During the Employment Period, the Company shall pay, or cause Academy to pay, the Executive an
annual base salary (the “Base Salary”) in an amount that shall be established from time to time by the Board or a compensation committee thereof, payable in approximately equal installments in accordance with the Company
Group’s customary payroll practices. The Base Salary for fiscal year 2019 shall be $685,000.00 (prorated for 2019 from the Commencement Date). The Board or a compensation committee thereof shall review the Executive’s Base Salary at least
once annually during the Employment Period. The Executive’s Base Salary may, at the discretion of the Board or a compensation committee thereof, be increased but not decreased during the Employment Period. 

(b)    Bonuses. During the Employment Period and commencing with the Company’s 2019 fiscal year, the Executive
shall be eligible to participate in an annual cash bonus plan maintained by the Company or Academy, as applicable (the “Annual Incentive Plan”). Except as expressly provided otherwise in this Section 4(b), the annual bonus
opportunity afforded the Executive pursuant to this Section 4(b) (the “Annual Bonus”) may vary from year to year and any Annual Bonus earned thereunder shall be paid at a time and in a manner consistent with the Company’s
or Academy’s, as applicable, customary practices. During the Employment Period and commencing with the Company’s 2019 fiscal year, the Annual Bonus for each fiscal year will be determined in accordance with the Annual Incentive Plan
established for such fiscal year, which will afford the Executive an opportunity to earn an annual bonus amount targeted at one 

  
 3 

 hundred and twenty percent (120%) of the Base Salary in effect for such fiscal year (the
“Target Bonus Opportunity”), with the actual Annual Bonus payable, if any, being determined based on the achievement of such pre-established performance targets for such
fiscal year, with any Annual Bonus earned thereunder to he paid in the immediately following fiscal year in accordance with the Annual Incentive Plan. The establishment of performance targets and the determination of the achievement of those targets
will in all cases be subject to the determination of the Board or a compensation committee thereof. The Annual Bonus is not an accrued right under this Agreement. Except as specifically provided in Section 8 hereof, the Executive shall not be
entitled to a pro rata Annual Bonus upon a termination of employment for any reason. 
 (c)    Expenses.
The Company shall (or shall cause Academy to) reimburse the Executive for all reasonable business, entertainment, and travel expenses incurred during the Employment Period by the Executive in performing services hereunder in accordance with the
Company’s or Academy’s, as applicable, expense reimbursement policy, including all travel expenses while away from the Principal Place of Employment on business or at the request of and in the service of the Company; provided, in each
case, that such expenses are incurred and accounted for in accordance with the Company’s expense reimbursement policy. 

(d)    Sign-On Bonus. The Company will pay the Executive a sign-on bonus in the total gross amount of $200,000.00, less all applicable withholdings (the “Sign-On Bonus”) no later than thirty days
(30) after the Commencement Date. If the Executive’s employment is terminated either by the Company for Cause or by the Executive without Good Reason, in either case, before the Executive completes one (1) year of employment
(the “Sign-On Bonus Period”), the Executive shall be required to repay to the Company as soon as practicable following such Date of Termination (as such term is
defined in Section 7(b) hereof), a pro-rated portion of the gross amount of the Sign-On Bonus paid by the Company, calculated based on the number of whole months
remaining in such twelve (12) month period from the Date of Termination. 
 (e)    Other Benefits.
During the Employment Period, the Executive shall be entitled to participate in all of the employee benefit plans and programs and fringe benefits and perquisites arrangements made available by the Company to its other senior executive officers,
subject to and on a basis consistent with the terms, conditions and overall administration of such plans, programs and arrangements. The Company shall have the right to change, amend or discontinue any benefit plan, program, or arrangement, subject
to and on a basis consistent with the terms, conditions and overall administration of such plans, programs and arrangements. 
 Paid Time
Off During the Employment Period, the Executive shall be entitled to paid time off (“PTO”) and holidays in accordance with the Company’s PTO and holiday policies in effect from time to time for the
Company’s senior executive officers, but in no event shall the Executive be entitled to less than two hundred forty-eight (248) paid hours of PTO during each fiscal year (prorated for 2019 from the Commencement Date). 

(g)    Investment Opportunity. At a time determined by the Board (and subject to the Executive’s
continued employment at such time), the Executive will be permitted to indirectly invest in the equity of the Parent, through the purchase of Class B Units of Allstar Managers LLC, a Delaware limited liability company
(“Allstar Managers”) and member of the Parent, in 

  
 4 

 an amount having an aggregate value to be determined by the Board and the Executive, based on a purchase
price per unit equal to the then-current fair market value per Class B Unit of Allstar Managers, as determined by the Board. 

(h)    Equity Grants. On the same date in the first quarter of the Company’s 2019 fiscal year on which equity
incentive awards are first granted to other senior executives of the Company (the “Grant Date”) and subject to the Board’s approval and the Executive’s continued employment on the Grant Date, the Executive will be
granted: 
 (i)    A number of options to acquire Membership Units of the Parent (the “Annual
Options”) pursuant and subject to the terms and conditions of the New Academy Holding Company, LLC 2011 Unit Incentive Plan, as may be amended from time to time (the “Plan”), and the form of Option Award
Agreement to be provided by the Company, which Annual Options shall have an approximate aggregate grant date fair value equal to $1,250,000.00. 

(ii)    A number of options to acquire Membership Units of the Parent (the “One-Time Options”) pursuant and subject to the terms and conditions of the Plan and the form of Option Award Agreement to be provided by the Company, which
One-Time Options shall have an approximate aggregate grant date fair value equal to $750,000.00. The One-Time Options will be vest ratably over a period of four years
from the Grant Date based solely on the Executive’s continued employment, subject to and in accordance with the terms and conditions of such Option Award Agreement to be provided by the Company. 

(iii)    Restricted Membership Units of the Parent (the
“One-Time Restricted Units”) pursuant and subject to the terms and conditions of the Plan and the form of Restricted Unit Award Agreement to be provided by the Company, which One-Time Restricted Units shall have an approximate aggregate grant date fair value equal to $750,000.00. Settlement of the One-Time Restricted Units will be conditioned on
satisfaction of two vesting requirements before the applicable expiration date set forth in such Restricted Unit Award Agreement: (A) a time- and service-based requirement (the “Time and Service Based Requirement”) and
(B) a liquidity event requirement (the “Liquidity Event Requirement”) and further subject to the terms and conditions of such Restricted Unit Award Agreement to be provided by the Company. Provided that the Executive is
in continuous employment on each applicable vesting date, the Time and Service Based Requirement will be satisfied ratably over a period of four years from the Grant Date (twenty-five percent (25%) each year), subject to and in accordance with the
terms and conditions of such Restricted Unit Award Agreement to be provided by the Company. The Liquidity Event Requirement will be satisfied on the earliest to occur. within five (5) years of the Grant Date, of an initial public offering, and
a change of control, subject to and in accordance with the terms and conditions of such Restricted Unit Award Agreement to be provided by the Company. 

The Executive’s eligibility for equity awards in future fiscal years will be determined by the Board in its sole discretion. 

  
 5 

 5.    Indemnification: Insurance. The Company shall
indemnify, defend and hold harmless the Executive to the fullest extent permitted by the laws of the Company’s state of organization in effect at that time, or regulations of the Company, whichever affords the greater protection to the
Executive, for all losses, liabilities, payments or expenses incurred or damages paid or payable by the Executive for bona fide claims against the Executive or the Company Group (including settlement amounts), where such claims are based upon the
actions or failures to act by the Executive in the Executive’s capacity as a service provider to the Company Group. The Executive will be entitled to coverage under any insurance policies the Company Group may elect to maintain generally for
the benefit of its officers, directors and managers against all costs, charges and expenses incurred in connection with any action, suit or proceeding to which the Executive may be made a party by reason of being an officer, director or manager of
any member of the Company Group. 
 6.    Termination. The Employment Period shall end and this Agreement
shall terminate in the event of a termination of the Executive’s employment in accordance with any of the provisions of this Section 6 and Section 7, as applicable, on the Date of Termination. 

(a)    Death. The Executive’s employment hereunder and this Agreement shallterminate upon the Executive’s
death. 
 (b)    Disability. The Company may terminate the Executive’s employment and this Agreement as a
result of the Executive’s Disability (as defined below), provided that the Company allows the Executive thirty (30) days following Notice of Termination (as defined in Section 7(a) hereof) to return to the performance of the essential
functions of the Executive’s position, with or without reasonable accommodation. For purposes of this Agreement,“Disability” means a physical or mental illness, incapacity or disability which has prevented the Executive from
substantially performing Executive’s material duties for a period of one hundred eighty (180) consecutive days. During any such period that, as a result of such illness, incapacity or disability, the Executive fails to perform the
essential function of the Executive’s position, with or without reasonable accommodation (the “Disability Period”), the Executive shall continue to receive the Executive’s Base Salary at the rate in effect at the beginning
of such period as well as all other payments and benefits set forth in Section 4 hereof, reduced, to the extent permitted by Section 409A (as defined in Section 10 below), by any payments made to the Executive during the
Disability’ Period under the disability benefit plans of the Company then in effect or under the Social Security disability insurance program. 

(c)    Cause. The Company may terminate the Executive’s employment hereunder and this Agreement for
Cause. For purposes of this Agreement, the Company shall have “Cause” to terminate the Executive’s employment hereunder upon the occurrence of any of the following events: 

(i)    the Executive has committed gross negligence or willful misconduct, an act of fraud, embezzlement,
theft or other criminal act in connection with the Executive’s duties or in the course of the Executive’s employment with the Company; 

  
 6 

 (ii)    the Executive has committed an act leading to a
conviction of a felony or a misdemeanor involving moral turpitude; 
 (iii)    the Executive has
committed a material breach of any provision of this Agreement; 
 (iv)    the failure by the Executive
to perform any and all covenants contained in (A) Section 2 hereof for any reason other than the Executive’s death, Disability or following the Executive’s delivery of a Notice of Termination for Good Reason, or
(B) Section 9 hereof; or 
 (v)    a material breach by the Executive of the Confidentiality
Agreement (as defined in Section 18); 
 provided, that, if reasonably capable of being cured, the Executive shall have thirty (30) days from the
date on which the Executive receives the Company’s Notice of Termination for Cause under clause (iii) or (iv) above to remedy any such occurrence otherwise constituting Cause under such clause (iii) or (iv). The determination of
whether there has been “Cause” for purposes of this Agreement shall be determined by the Board or any committee thereof in its sole discretion. 

(d)    Good Reason. The Executive may terminate the Executive’s employment hereunder for Good Reason.
“Good Reason” for the Executive’s termination of employment shall mean the occurrence, without the Executive’s prior written consent, of any one or more of the following that constitutes a material
negative change to the Executive in the service relationship: 
 (i)    a reduction in the Base Salary
and Target Bonus Opportunity, in the aggregate, from the Base Salary and Target Bonus Opportunity, in the aggregate, as set by the Board from time to time following the Commencement Date; 

(ii)    the relocation of the principal place of employment to a location more than fifty (50) miles
from the Principal Place of Employment, if a move to such other location materially increases the Executive’s commute; or 

(iii)    a material breach by the Company or the Parent of any applicable provision of this Agreement; 

provided, in any case, that the Company shall have thirty (30) days from the date on which the Company receives the Executive’s Notice of
Termination for Good Reason to remedy any such occurrence otherwise constituting Good Reason. Notwithstanding any provision of this Agreement to the contrary, the Executive shall not be treated as having terminated the Executive’s employment
for a Good Reason event if the Executive incurs a Separation From Service (as defined in Section 10(b) hereof) more than six (6) months following the initial existence of the particular Good Reason condition or if the Executive has not
given the Company written notice of the Good Reason condition within ninety (90) days after the initial existence of the Good Reason condition or if the Executive waives in writing the Executive’s right to claim Good Reason as a result of
the event. 

  
 7 

 (e)    Without Cause or Good Reason. Either party hereto may
terminate the employment of the Executive and this Agreement at any time, without Cause in the case of the Company and without Good Reason in the case of the Executive, by giving the other party prior written Notice of Termination in accordance with
Section 7 hereof; provided, that the Executive shall be required to deliver such written notice to the Board at least thirty (30) days prior to the Date of Termination if the Executive intends to terminate the Executive’s employment
without Good Reason. 
 7.    Termination Procedure. 

(a)    Notice of Termination. Any termination of the Executive’s employment by the Company or by the
Executive (other than a termination pursuant to Section 6(a) hereof) shall be communicated by written Notice of Termination to the other party hereto in accordance with Section 12 hereof. For purposes of this Agreement, a
“Notice of Termination” shall mean a notice that shall indicate the specific termination provision in this Agreement relied upon and, except in the case of termination pursuant to Section 6(e) hereof, shall set forth in
reasonable detail the facts and circumstances claimed to provide a basis for termination of the Executive’s employment under the provision so indicated (including, in the case of any Notice of Termination for Good Reason, a specific description
of the event or events that the Executive believes constitutes or constitute an event of Good Reason). 

(b)    Date of Termination. “Date of Termination” shall mean the effective date of
termination of the Executive’s employment for any reason, which shall be (i) if the Executive’s employment is terminated pursuant to Section 6(a) hereof, the date of the Executive’s death, or (ii) if the
Executive’s employment is terminated pursuant to Section 6(b) hereof, the later of (A) the date that is thirty (30) days after the Notice of Termination is given and (B) the date that is the end of the one-hundred eighty (180) day period referenced in Section 6(b) hereof; provided, that the Executive shall not have returned to the performance of the Executive’s duties on a full-time basis
during such period, or (iii) if the Executive’s employment is terminated pursuant to Section 6(c) hereof, the date specified in the Notice of Termination, which date may be no earlier than the date the Executive is given notice in
accordance with Section 12 hereof, or (iv) if the Executive’s employment is terminated pursuant to Section 6(d) hereof, the date on which a Notice of Termination is given or any later date (within thirty (30) days of the
date of such Notice of Termination) set forth in such Notice of Termination, or (v) if the Executive’s employment is terminated for any other reason, the date specified in the Notice of Termination; provided, that if the
Executive’s employment is terminated by the Executive without Good Reason, such date shall be at least thirty (30) days following the date on which Notice of Termination is given (unless the Company accepts the Executive’s resignation
prior to the expiration of such 30-day notice period). The Company may also place the Executive on “garden leave” for all or any portion of such notice period. 

8.    Compensation Upon Termination or During Disability. 

(a)    Accrued Salary, Prior Year Bonus and Accrued Obligation Defined. For purposes of this Agreement,
“Accrued Salary” means a lump sum amount in cash equal to the Base Salary accrued but not paid through the Date of Termination for periods through but not following the Date of Termination, to the extent not theretofore paid.
For purposes of this 

  
 8 

 Agreement, “Prior Year Bonus” means any bonus earned by the Executive
under the Annual Incentive Plan for the fiscal year of the Company immediately preceding the fiscal year of the Company in which the Date of Termination occurs but not paid as of the Date of Termination. For purposes of this Agreement, payment of
the “Accrued Obligation” shall mean payment by the Company or Academy, as applicable, to the Executive (or the Executive’s designated beneficiary or legal representative, as applicable), when due, of all
benefits to which the Executive is entitled under the terms of the employee benefit plans and programs in which the Executive is a participant as of the Date of Termination, including, without limitation, the vesting of any equity incentive awards
in accordance with the terms of the plans and award agreements evidencing such awards, any rights of the Executive as an insured, or to coverage, under any director’s and officer’s liability insurance policy and any right to
indemnification under applicable corporate law, this Agreement, the governing documents of the Company Group or any benefit plan of any member of the Company Group or otherwise. 

(b)    Disability; Death. Following the termination of the Executive’s employment pursuant to
Section 6(a) or Section 6(b) hereof, the Company shall pay, or cause Academy to pay, to the Executive (or the Executive’s designated beneficiary or legal representative, if applicable): 

(i)    the Accrued Salary within thirty (30) days after the Date of Termination; 

(ii)    the Prior Year Bonus, if any is due, at the same time in the year of termination as such payment
would be made if the Executive had otherwise continued to he employed by the Company; 
 (iii)    the
Accrued Obligation at the times specified in and in accordance with the terms of the applicable employee benefit plans and compensation arrangements; and 

(iv)    a pro rata portion of the Annual Bonus for the partial fiscal year in which the Date of Termination
occurs in an amount equal to the product of (x) the Annual Bonus that the Executive would otherwise have been entitled to receive if the Executive had remained employed on the date on which such Annual Bonus is paid (but with the amount of the
Annual Bonus payable calculated based solely on the level of achievement of the applicable financial performance metrics for such fiscal year and not on any personal performance goals) and (y) a fraction, the numerator of which is equal to the
number of days between and including the first day of the fiscal year of the Company in which the Date of Termination occurs (or the Commencement Date if the Date of Termination occurs in the Company’s 2019 fiscal year) and the Date of
Termination, and the denominator of which is equal to 365, payable in a lump sum payment on the date on which annual bonuses are paid to the Company’s other senior executive officers with respect to such fiscal year. 

(c)    By the Company.* Cause or by the Executive
Without Good Reason. If during the Employment Period the Executive’s employment is terminated by the Company for Cause pursuant to Section 6(c) hereof or by the Executive without Good Reason pursuant to Section 6(e) hereof, the
Company shall pay, or cause Academy to pay, to the Executive the Accrued Salary within thirty (30) days following the Date of Termination and the Prior Year Bonus, if 

  
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 any is due, at the same time in the year of termination as such payment would be made if the Executive had
otherwise continued to be employed by the Company. Following such payments, the Company Group shall have no further obligations, including under the Annual Incentive Plan, to the Executive other than as may be required by law or with respect to any
Accrued Obligation under the terms of an employee benefit plan of the Company Group. The Company shall pay, or cause Academy to pay, the Executive the Accrued Obligation at the times specified in and in accordance with the terms of the applicable
employee benefit plans and compensation arrangements. 
 (d)    By the Company Without Cause or by the Executive for
Good Reason. If during the Employment Period the Executive’s employment is terminated by the Company without Cause, other than as a result of the Executive’s death or Disability, or if the Executive terminates the Executive’s
employment for Good Reason, then: 
 (i)    Within thirty (30) days after the Date of
Termination the Company shall pay, or cause Academy to pay, the Executive the Accrued Salary; 

(ii)    The Company shall pay, or cause Academy to pay, the Executive the Prior Year Bonus, if any
is due, at the same time in the year of termination as such payment would be made if the Executive continued to be employed by the Company; 

(iii)    The Company shall pay, or cause Academy to pay, to the Executive a cash severance payment
in an amount equal to the product of (x) two (2) multiplied by (y) the sum of (A) the Base Salary and (B) the average Annual Bonus paid to (or earned by, to the extent not yet paid as of the Date of Termination) the Executive
under the Annual Incentive Plan for the two fiscal years of the Company immediately preceding the fiscal year in which the Date of Termination occurs. The Company shall make such payment in equal installments ratably over twenty-four
(24) months following the Date of Termination (the “Severance Period”) in accordance with the Company’s normal payroll cycle and procedures, with the first installment to be paid on the first payroll
date following the date on which the Release (as defined in Section 8(f) below) becomes irrevocable (the “Release Effective Date”); provided, that if the Executive’s death occurs subsequent to
the Date of Termination, any unpaid installments shall be paid to the Executive’s estate or beneficiaries in a lump sum payment within thirty (30) days following the date of the Executive’s death; 

(iv)    The Company shall pay, or cause Academy to pay, to the Executive an amount equal to the
product of (x) the Annual Bonus earned by the Executive under the Annual Incentive Plan for the fiscal year of the Company immediately preceding the fiscal year of the Company in which the Date of Termination occurs, multiplied by (y) a
fraction, the numerator of which is equal to the number of days between and including the first day of the fiscal year of the Company in which the Date of Termination occurs and the Date of Termination, and the denominator of which is equal to 365.
Such payment is in lieu of the Annual Bonus that would have otherwise been due to the Executive under the Annual Incentive Plan for the performance period in which the Date of Termination occurs. The Company shall make such payment in equal
installments ratably over twelve (12) months following the Date of Termination in accordance with 

  
 10 

 the Company’s normal payroll cycle and procedures, with the first installment to be
paid on the first payroll date following the Release Effective Date; provided, that if the Executive’s death occurs subsequent to the Date of Termination, any unpaid installments shall be paid to the Executive’s estate or
beneficiaries in a lump sum payment within thirty (30) days following the date of the Executive’s death; 

(v)    During the Severance Period, the Company shall (or shall cause Academy to) arrange to provide
the Executive and the Executive’s covered dependents medical insurance benefits, contingent on the Executive electing continuation coverage under the Consolidated Omnibus Budget Reconciliation Act of 1985, as amended
(“COBRA”), no less favorable than those provided to active senior executives of the Company and their dependents at a price equal to the COBRA rate while eligible for COBRA and thereafter at the cost of coverage
(which shall be deemed to be the COBRA cost unless otherwise defined by the U.S. Treasury), and the Company shall pay, or cause Academy to pay, to the Executive each month during the Severance Period an amount equal to the excess, if any, of the
monthly premium under the Company’s benefit plans under which such medical insurance benefits are provided, as in effect from time to time, over the amount of the Executive’s portion of such premiums as if the Executive was an active
employee, which payment shall be paid in advance on the first payroll day of each month during the such Severance Period, commencing with the month immediately following the Date of Termination; provided, that the first such payment shall be
made on the Release Effective Date. Notwithstanding the foregoing, the payments provided under this clause (v) shall cease at such time as the Executive becomes eligible to receive such benefits from a subsequent employer of the Executive
during the Severance Period (and the Executive shall have the obligation to notify the Company that the Executive is eligible to receive such benefits from a subsequent employer); 

(vi)    The Company shall, pay, or cause Academy to pay, the Executive an amount equivalent to the
product of (x) the monthly basic life insurance premium applicable to the Executive’s basic life insurance coverage immediately prior to the Date of Termination and (y) the number of full and fractional calendar months of the
Severance Period. The Company shall make such payment in a lump sum in cash on the first payroll date following the Release Effective Date. If applicable, the Executive may, at the Executive’s option, convert the Executive’s basic life
insurance coverage to an individual policy after the Date of Termination by completing the forms required by the Company for this purpose, and the Company will reasonably cooperate in order to assist the Executive with such conversion; and 

(vii)    The Company shall pay, or cause Academy to pay, the Executive the Accrued Obligation at the
times specified in and in accordance with the terms of the applicable employee benefit plans and compensation arrangements. 

(e)    No Right to Specify Year of Payment. The Executive shall have no right to specify the year in which any
payment made under this Section 8 shall be made. 
 No Duty to Mitigate; Release. The Company agrees that, if the
Executive’s employment with the Company terminates for any reason during the Employment Period, the 

  
 11 

 Executive is not required to seek other employment or to attempt in any way to reduce any amounts payable to
the Executive by the Company pursuant to this Section 8. Further, except to the extent set forth in Sections 4(b), 4(e), 8(d)(v) and 9(e) hereof, the amount of any payment or benefit provided for in this Agreement shall not be reduced by any
compensation earned by the Executive as the result of employment by another employer, by retirement benefits, or by offset against any amount claimed to be owed by the Executive to the Company or Academy. Notwithstanding anything to the contrary
contained herein, payments to the Executive under this Section 8 (other than the Accrued Salary, Prior Year Bonus, if any, and Accrued Obligations) are contingent upon (A) the Executive’s continued compliance with the provisions of
Section 9 hereof and (B) the Executive’s execution and delivery, without revocation, of a fully effective release in the form of Exhibit A attached hereto (the “Release”), which Release
must be executed (and not revoked) by the Executive on or prior to the sixtieth (60th) day following the Date of Termination (such sixty-day period, the “Release Period”).
Notwithstanding the foregoing, to the extent required to comply with Section 409A, if the Release Period straddles the ending and beginning of two (2) consecutive calendar years, then the first installment of any installment payments
of severance payable to the Executive under this Section 8 shall be paid on the first regularly scheduled payroll date that occurs in the second calendar year. 

9.    Restrictive Covenants. 

(a)    Confidential information. The Company agrees to provide the Executive certain trade secrets,
confidential information and knowledge or data relating to the Company Group and its businesses during the Employment Period. The Executive shall hold in a fiduciary capacity for the benefit of the Company Group all trade secrets, confidential
information, and knowledge or data relating to the Company Group and its businesses, which shall have been obtained by the Executive during the Executive’s employment by any member of the Company Group (hereinafter being collectively referred
to as “Confidential Information”). For the avoidance of doubt, Confidential Information shall not include information that: 

(i)    was already in the Executive’s possession before the Commencement Date; provided,
that the information is not known by the Executive to be subject to another confidentiality agreement with, or otherwise subject to an obligation of secrecy to, any member of the Company Group, 

(ii)    becomes generally available to the public other than as a result of acts by the Executive or
representatives of the Executive in violation of this Agreement, or 
 (iii)    becomes available
to the Executive on a non-confidential basis from a source other than the Company Group or any of its directors, managers, officers, employees, agents or advisors; provided, that such source is not
known by the Executive to be bound by a confidentiality agreement with, or otherwise bound by an obligation of secrecy to, any member of the Company Group. 

The Executive shall not, without the prior written consent of the Company or as may otherwise be required by law or legal process, other than in the good
faith performance of the Executive’s duties, communicate or divulge any such trade secrets, information, knowledge or data to anyone other than the Company Group and those designated by the Company. Any termination of the Executive’s
employment or of this Agreement shall have no effect on the continuing operation of this Section 9(a). 

  
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 The Executive agrees to return or destroy (as determined by the Company) all Confidential Information,
including all photocopies, extracts and summaries thereof, and any such information stored electronically on tapes, computer disks or in any other manner to the Company at any time upon request by the Company and upon the termination of the
Executive’s employment hereunder for any reason. Notwithstanding anything herein to the contrary, the Company hereby acknowledges and agrees that the Executive may retain, as the Executive’s own property, copies of the Executive’s
individual personnel documents, such as payroll and tax records and similar personal records as well as the Executive’s rolodex and the Executive’s address book, whether electronic or in hard copy. 

Nothing in this Agreement shall prohibit or impede the Executive from communicating, cooperating or filing a complaint with any U.S. federal, state or local
governmental or law enforcement branch, agency or entity (collectively, a “Governmental Entity”) with respect to possible violations of any U.S. federal, state or local law or regulation, or otherwise making
disclosures to any Governmental Entity, in each case, that are protected under the whistleblower provisions of any such law or regulation, provided, that in each case such communications and disclosures are consistent with applicable law. The
Executive does not need the prior authorization of (or to give notice to) the Company regarding any such communication or disclosure. Executive further understands that as provided by the Federal Defend Trade Secrets Act, Executive will not be held
criminally or civilly liable under any federal or state trade secret law for the disclosure of a trade secret made: (1) in confidence to a Governmental Entity, either directly or indirectly, or to an attorney, and solely for the purpose of
reporting or investigating a suspected violation of law; or (2) in a complaint or other document filed in a lawsuit or other proceeding, if such filing is made under seal. Executive understands and acknowledges further that an individual who
files a lawsuit for retaliation by an employer for reporting a suspected violation of law may disclose the trade secret to the attorney of the individual and use the trade secret information in the court proceeding, if the individual files any
document containing the trade secret under seal; and does not disclose the trade secret, except pursuant to court order. Notwithstanding the foregoing, under no circumstance is Executive authorized to disclose any information covered by the
Company’s attorney-client privilege or attorney work product without the prior written consent of the Company’s General Counsel. 

(b)    Intellectual Property. If the Executive creates, invents, designs, develops, contributes to or improves any
works of authorship, inventions, intellectual property, materials, documents or other work product (including, without limitation, research, reports, software, databases, systems, applications, presentations, textual works, content or audiovisual
materials) (“Works”), either alone or with third parties, at any time during the Executive’s employment by the Company Group and within the scope of such employment and/or with the use of any the Company Group resources or as
the result of any work performed by the Executive for the Company Group (“Company Works”), the Executive shall promptly and fully disclose same to the Company and hereby unconditionally and irrevocably assigns, transfers and
conveys, to the maximum extent permitted by applicable law, all rights, title, interest and intellectual property rights therein (including rights under patent, industrial property, copyright, trademark, trade secret, unfair competition and related
laws) to the Company to the extent ownership of any such 

  
 13 

 rights does not vest originally in the Company. In addition to, and without limitation of the foregoing, the
Executive acknowledges and agrees that all of the Executive’s contributions to works of authorship within the scope of the Executive’s employment shall be regarded as “Work Made for Hire” (as that term is used in the United
States Copyright Act, 17 U.S.C. § 101) by the Executive for the Company. 
 To the extent that the Works contain any inventions, developments,
concepts, improvements, designs, discoveries, ideas, data, documentation, information, materials, programs, systems, techniques, trademarks, domain names, or works of authorship created by the Executive before the Executive was employed by the
Company (the “Preexisting Works”), the Executive hereby grants the Company an irrevocable, perpetual, worldwide, royalty-free, non-exclusive license to use, practice,
copy, distribute, publish, perform, display, modify, create derivative works of; and otherwise utilize the Preexisting Works for any purpose whatsoever. 

The Executive agrees to keep and maintain adequate and current written records (in the form of notes, sketches, drawings, and any other form or media
requested by the Company) of all Company Works. The records will be available to and remain the sole property and intellectual property of the Company at all times. 

The Executive shall take all requested actions and execute all requested documents (including any licenses or assignments required by a government contract)
at the Company’s expense (but without further remuneration) necessary to assist the Company in validating, maintaining, protecting, enforcing, perfecting, recording, patenting or registering any of the Company’s rights in the Company
Works. If the Company is unable for any other reason to secure the Executive’s signature on any document necessary for this purpose, then the Executive hereby irrevocably designates and appoints the Company and its duly authorized officers and
agents as the Executive’s agent and attorney in fact, to act for and in the Executive’s behalf and stead to execute any necessary documents and to do all other lawfully permitted acts in connection with the foregoing. 

In the event that any of the foregoing provisions with respect to the Works are deemed invalid or ineffective to vest ownership of the Works with the Company,
the Executive hereby grants the Company an irrevocable, perpetual, worldwide, royalty-free license to use, practice, copy, distribute, publish, perform, display, modify, create derivative works of, and otherwise utilize the Works for any purpose
whatsoever. 
 The Executive shall not improperly use for the benefit of, bring to any premises of, divulge, disclose, communicate, reveal, transfer or
provide access to, or share with the Company Group any confidential, proprietary or non-public information or intellectual property relating to a former employer or other third party without the prior written
permission of such third party. The Executive shall comply with all relevant policies and guidelines of the Company, including, without limitation, policies and guidelines regarding the protection of confidential information and intellectual
property and potential conflicts of interest. The Executive acknowledges that the Company may amend any such policies and guidelines from time to time, and that the Executive remains at all times bound by their most current version. 

  
 14 

(c)    Non-Competition. In consideration of the payments, benefits
and other obligations of the Company to the Executive pursuant to this Agreement, including, without limitation, the Company’s obligation to provide the Executive with Confidential Information pursuant to Section 9(a) hereof, and in order
to protect such Confidential Information and preserve the goodwill of the Company Group, the Executive hereby covenants and agrees that, during the Employment Period and for a period of twenty-four (24) months following the Date of Termination
(the “Restricted Period”), the Executive shall not, without the prior written consent of the Company, directly or indirectly, for the Executive or for others, as an owner, investor, partner, shareholder, agent,
representative, employee, officer, director, consultant, contractor, lender or otherwise (except for owning an investment interest of less than two percent (2%) in a publicly-traded company), participate in any business engaged primarily in the
retail sale of sporting goods and/or outdoor products, including but not limited to the following companies and any of their successors, affiliates, or subsidiaries: Dick’s Sporting Goods, Inc., The Sports Authority, Inc.; Cabela’s Inc.;
Bass Pro Shops, Inc.; Gander Mountain Company/Gander Outdoors; Hibbett Sports, Inc; Big Five Sporting Goods, Champs Sporting Goods, City Sports, Eastbay, Fanatics, Kansas Sampler, Lululemon Athletica, Rally House, REI
Co-op, Scheels and Sportsmans Warehouse. This restriction does not include (i) multi-purpose retailers, such as Wal-Mart Stores, Inc. and Target Corp., where the
sale of sporting goods and/or outdoor products by such retailer is less than 50% of such retailer’s total sales; or (ii) any business engaged primarily in the retail sale of sporting goods and/or outdoor products with total sales from all
sources (including retail stores, on-line, subsidiaries and affiliates) of less than $250 million annually. 

(d)    Non-Solicitation;
No-Hire. In further consideration of the payments, benefits and other obligations of the Company to the Executive pursuant to this Agreement, the Executive hereby covenants and agrees that, during the
Employment Period and the Restricted Period, the Executive will not, directly or indirectly, for the Executive’s benefit or for the benefit of any other person, firm or entity, do any of the following: 

(i)    Solicit on the Executive’s own behalf or on behalf of another person or entity, the employment
or services of any person who was known to be employed, in a salaried position, by or was a known substantially full-time consultant or substantially full-time independent contractor to any member of the Company Group upon the Date of Termination,
or within six (6) months prior thereto; 
 (ii)    Hire any person who was employed by the Company
Group in a salaried position at any time during the six (6) month period immediately prior to the Date of Termination; or 

(iii)    Call on, solicit or service any customer, vendor, supplier, licensee, licensor or other business
relation of the Company Group in order to induce or attempt to induce such person to cease doing business with, or reduce the amount of business conducted with, the Company Group, or otherwise knowingly interfere in any material respect with the
business of any member of the Company Group (other than consumers) or the relationship with any such customer, vendor, supplier, licensee, licensor or other business relation of the Company Group that existed prior to the Date of Termination. 

  
 15 

 Notwithstanding the foregoing, the restrictions in this Section 9(d) shall not apply with regard to
general solicitations of the Executive that are not specifically directed to employees, consultants or independent contractors of any member of the Company Group. 

(e)    Enforcement. The Executive and the Company agree and acknowledge that the Company has a substantial and
legitimate interest in protecting the Company’s Confidential Information and goodwill. The Executive and the Company further agree and acknowledge that the provisions of this Section 9 are reasonably necessary to protect the Company’s
legitimate business interests and are designed to protect the Company’s Confidential Information and goodwill. The Executive agrees that the scope of the restrictions as to time, geographic area, and scope of activity in this Section 9 are
reasonably necessary for the protection of the Company Group’s legitimate business interests and are not oppressive or injurious to the public interest. The Executive agrees that in the event of a breach or threatened breach of any of the
provisions of this Section 9 the Company shall be entitled to injunctive relief against the Executive’s activities to the extent allowed by law, and the Executive waives any requirement for the posting of any bond by the Company in
connection with such action. In addition, the Company shall be entitled to immediately cease paying any amounts remaining due pursuant to Section 8 hereof (other than the Accrued Salary, Prior Year Bonus, if any, and Accrued Obligations), in
the event that the Executive has violated any provision of Section 9. In the event that any court determines that any restriction in this Agreement constitutes an unreasonable restriction against the Executive, the Executive and the Company
agree that the provisions of this Agreement shall not be rendered void but shall apply as to time, territory or to such other extent as such court may determine or indicate constitutes a reasonable restriction under the circumstances involved. The
Executive further agrees that any breach or threatened breach of any of the provisions of Section 9(a), (b), (c) or (d) would cause injury to the Company for which monetary damages alone would not be a sufficient remedy. 

10.    Section 409A. 

(a)    Compliance With 409A. The parties hereby agree that the provisions of this Agreement shall be
interpreted to comply with or be exempt from Section 409A, and all provisions of this Agreement shall be construed in a manner consistent with the requirements for avoiding taxes or penalties under Section 409A. If any provision of this
Agreement (or of any award of compensation, including equity compensation or benefits) would cause the Executive to incur any additional tax or interest under Section 409A and modifying it would avoid such additional tax, the Company shall,
after consulting with the Executive, reform such provision to comply with or avoid application of Section 409A; provided, that the Company agrees to maintain, to the maximum extent practicable, the original intent and economic benefit to
the Executive of the applicable provision without violating the provisions of Section 409A. 
 (b)    Six-month Wait for Specified Employees. Notwithstanding any provision to the contrary in this Agreement, if the Executive is deemed on the Date of Termination to be a Specified Employee and the Company is a
public company, then with regard to any payment or the provision of any benefit that is required to be delayed in compliance with Section 409A(a)(2)(B) of the Code (as defined below), such payment or benefit shall not be made or provided
(subject to the last sentence hereof) prior to the earlier of (i) the expiration of the six (6) month period measured from the date of the Executive’s Separation From Service or (ii) the date

  
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 of the Executive’s death (such relevant period, the “Delay Period”). Upon the
expiration of the Delay Period, all payments and benefits delayed pursuant to this Section 10(b) (whether they would have otherwise been payable in a single sum or in installments in the absence of such delay) shall be paid or reimbursed to the
Executive in a lump sum, and any remaining payments and benefits due under this Agreement shall be paid or provided in accordance with the normal payment dates specified for them herein. Notwithstanding the foregoing, to the extent that the
foregoing applies to the provision of any ongoing welfare benefits to the Executive that would not be required to be delayed if the premiums therefore were paid by the Executive, the Executive shall pay the full cost of premiums for such welfare
benefits during the Delay Period and the Company shall pay, or shall cause Academy to pay, the Executive an amount equal to the amount of such premiums paid by the Executive during the Delay Period promptly after its conclusion. For purposes of this
Agreement, the terms “Separation From Service” and “Specified Employee” shall have the meanings ascribed to those terms in Section 409A, the term
“Section 409A” means Section 409A of the Internal Revenue Code of 1986, as amended (the “Code”), and the regulations issued thereunder
by the Internal Revenue Service and the Department of Treasury. 
 (c)    Termination as a Separation from
Service. A termination of employment shall not be deemed to have occurred for purposes of Sections 1 and 8 hereof and any other provision of this Agreement providing for the payment of any amounts or benefits subject to Section 409A upon or
following a termination of employment unless such termination is also a Separation From Service and, for purposes of any such provision of this Agreement, references to a “termination,” “termination of employment” or like terms
shall mean Separation From Service. 
 (d)    Payment Period for Reimbursements, In-Kind Benefits and Tax Gross-Up Payments. All reimbursements for costs and expenses pursuant this Agreement shall be paid in no event later than the end of the calendar
year following the calendar year in which the Executive incurs such expense. With regard to any provision herein that provides for reimbursement of costs and expenses or in-kind benefits, except as permitted
by Section 409A, (i) the right to reimbursement or in-kind benefits shall not be subject to liquidation or exchange for another benefit, and (ii) the amount of expenses eligible for
reimbursements or in-kind benefits provided during any taxable year shall not affect the expenses eligible for reimbursement or in-kind benefits to be provided in any
other taxable year; provided, that the foregoing clause (ii) shall not be violated with regard to expenses reimbursed under any arrangement covered by Section 105(b) of the Code solely because such expenses are subject to a limit
related to the period the arrangement is in effect. 
 (e)    Payments Within Specified Number of Days.
Whenever a payment under this Agreement specifies a payment period with reference to a number of days (e.g., “payment shall be made within thirty (30) days following the Date of Termination”), the actual date of payment within the
specified period shall be within the sole discretion of the Company. 
 (f)    Installments as Separate
Payment. If under this Agreement, an amount is to be paid in two or more installments, for purposes of Section 409A, each installment shall be treated as a separate payment. 

  
 17 

 11.    Successors; Binding Agreement. 

(a)    Company’s Successors. The Company and the Parent will require any successor (whether direct or
indirect, by purchase, merger, consolidation or otherwise) to all or substantially all of the business and/or assets of the Company and/or the Company Group, as applicable, to expressly assume and agree to perform this Agreement in the same manner
and to the same extent that the Company would be required to perform it if no such succession had taken place. Failure of the Company and the Parent to obtain such assumption and agreement prior to the effectiveness of any such succession shall be a
breach of this Agreement and shall entitle the Executive to compensation from the Company in the same amount and on the same terms as the Executive would be entitled to hereunder if the Executive terminated the Executive’s employment for Good
Reason, except that for purposes of implementing the foregoing, the date on which any such succession becomes effective shall be deemed the Date of Termination. As used in this Section 11(a), the term “Company” shall mean the Company
as hereinbefore defined and any successor to the business and/or assets of the Company and/or the Company Group as aforesaid (including but not limited to an acquirer of such business and/or assets) that executes and delivers the agreement provided
for in this Section 11 or which otherwise becomes bound by all the terms and provisions of this Agreement by operation of law or otherwise. 

(b)    Executive’s Successors. This Agreement and all rights of the Executive hereunder-shall inure to the benefit of and be enforceable by the Executive’s personal or legal representatives, executors, administrators, successors, heirs, distributees, devisees and legatees. If the
Executive should die while any amounts would still be payable to the Executive hereunder if the Executive had continued to live or any amount is payable under this Agreement as a result of the Executive’s death, all such amounts unless
otherwise provided herein shall be paid in accordance with the terms of this Agreement to the Executive’s devisee, legatee or other designee or, if there is no such designee, to the Executive’s estate. 

12.    Notice. For the purposes of this Agreement, notices, demands and all other communications provided for in
this Agreement shall be in writing and shall be deemed to have been duly given when delivered or (unless otherwise specified) mailed by United States certified or registered mail, return receipt requested, postage prepaid, addressed as follows: 

If to the Executive, to the last address shown on records of the Company; If 

to the Company or the Parent: 

Academy Managing Co., L.L.C. 

1800 North Mason Road 
 Katy,
Texas 77449 
 Attention: General Counsel 
 or
to such other address as either party may have furnished to the other in writing in accordance herewith, except that notices of change of address shall be effective only upon receipt. 

13.    Amendment or Modification; Waiver. No provisions of this Agreement may be modified, waived or discharged
unless such waiver, modification or discharge is agreed to in 

  
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 writing signed by the Executive and such officer of the Company as may be specifically designated by the
Board or a compensation committee thereof. No waiver by either party hereto at any time of’ any breach by the other party hereto of, or compliance with, any condition or provision of this Agreement to be performed by such other party shall be
deemed a waiver of similar or dissimilar provisions or conditions at the same or at any prior or subsequent time. No agreements or representations, oral or otherwise, express or implied, with respect to the subject matter hereof have been made by
either party which are not set forth expressly in this Agreement. 
 14.    Dispute Resolution. 

(a)    THE PARTIES AGREE TO SUBMIT ALL DISPUTES AND/OR ACTIONS REGARDING THIS AGREEMENT TO THE EXCLUSIVE
JURISDICTION OF THE STATE OR FEDERAL COURTS IN HARRIS COUNTY, TEXAS. EACH OF THE PARTIES WAIVES ANY RIGHTS TO A TRIAL BY JURY. 

(b)    EXCEPT WHERE INJUNCTIVE OR OTHER EMERGENCY RELIEF IS SOUGHT, THE PARTIES AGREE THAT, AS A CONDITION
PRECEDENT TO ANY ACTION REGARDING DISPUTES ARISING UNDER THIS AGREEMENT, SUCH DISPUTES SHALL FIRST BE SUBMITTED TO MEDIATION BEFORE A PROFESSIONAL MEDIATOR SELECTED BY THE PARTIES, AT A MUTUALLY AGREED TIME AND PLACE, AND WITH THE MEDIATOR’S
FEES SPLIT EQUALLY BETWEEN THE PARTIES. 
 15.    Governing Law. The validity, interpretation, construction and
performance of this Agreement shall be governed by the laws of the State of Texas without regard to its conflicts of law principles. 

16.    Miscellaneous. All references to sections of any statute shall be deemed also to refer to any successor
provisions to such sections. The obligations of the parties under Section 5 and Sections 8 through 21 hereof shall survive the expiration of the Employment Period and the termination of this Agreement. The compensation and benefits payable to
the Executive or the Executive’s beneficiary under Section 8 of this Agreement shall be in lieu of any other severance benefits, if any, to which the Executive may otherwise be entitled upon the Executive’s termination of employment
under any severance plan, program, policy or arrangement of the Company; provided, that such compensation and benefits shall not be in lieu of any compensation and benefits provided under any change of control agreement or other agreement
providing any retention, incentive, or other similar bonus to the Executive, including if such retention, incentive, or other similar bonus becomes payable upon or in connection with the Executive’s termination of employment or resignation.

 17.    Severability. The invalidity or unenforceability of any provision or provisions of this Agreement shall
not affect the validity or enforceability of any other provision of this Agreement, which shall remain in full force and effect throughout the Employment Period. Should any one or more of the provisions of this Agreement be held to be excessive or
unreasonable as to duration, geographical scope or activity, then that provision shall be construed by limiting and reducing it so as to be reasonable and enforceable to the extent compatible with the applicable law. 

  
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 18.    Entire Agreement; Effectiveness of Agreement. This
Agreement, including Exhibit A attached hereto, sets forth the entire agreement of the parties hereto in respect of the Executive’s employment with the Company (and any termination thereof) and all other subject matter contained herein,
supersedes all prior agreements, promises, covenants, arrangements, communications, representations or warranties, whether oral or written, by any officer, employee or representative of any party hereto. 

19.    Withholding. The Company or Academy, as applicable, may withhold from any payments or benefits made
or provided pursuant to this Agreement all federal, state, local. foreign and other taxes as may be required to be withheld under applicable law and all other employee deductions made with respect to employees or other senior executive officers of
the Company or Academy generally, as applicable. 
 20.    Cooperation. During the Employment Period and
at any time thereafter, the Executive agrees to reasonably cooperate (with due regard given to the Executive’s other commitments), (a) with the Company in the defense of any legal matter not adverse to the Executive and involving any matter
that arose during the Executive’s employment with the Company or any other member of the Company Group; and (b) with all government authorities on matters pertaining to any investigation, litigation or administrative proceeding pertaining
to the Company or any other member of the Company Group, in each case, relating to the Executive’s employment period and not adverse to the Executive. The Company will reimburse the Executive for any reasonable travel and out-of-pocket costs and expenses incurred by the Executive in providing such cooperation. 

21.    Counterparts. This Agreement may be executed in one or more counterparts, each of which shall be
deemed to be an original but all of which together will constitute one and the same instrument. 

  
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 IN WITNESS WHEREOF, the parties have executed this Agreement effective as of the date first
written above. 
  

					
	ACADEMY MANAGING CO., L.L.C.
		
	By:	 	 /s/ William S. Ennis

		 	Name:	 	William S. Ennis
		 	Title:	 	Senior Vice-President and Chief Human Resources Officer
	
	 NEW ACADEMY HOLDING COMPANY, LLC

		
	By:	 	 /s/ William S. Ennis

		 	Name:	 	William S. Ennis
		 	Title:	 	Senior Vice-President and Chief Human Resources Officer
	
	EXECUTIVE
		
	By:	 	 /s/ Steve Lawrence

		 	Name:	 	Steve Lawrence

 Signature page to Employment Agreement 

 EXHIBIT A 

FORM OF RELEASE 

Capitalized terms used but not defined in this Release (this “Release”) shall have the same meanings as such terms are
defined in the Executive Employment Agreement by and among Academy Managing Co., L.L.C., New Academy Holding Company, LLC and Steve Lawrence, dated January 29, 2019 (the “Executive Employment Agreement”). 

1.    Waiver, Release, and Discharge of all Claims. 

(a)    In consideration for the Separation Consideration from Academy, the undersigned Executive
(“Executive”) hereby irrevocably and unconditionally waives, releases, acquits and forever discharges Academy, its parent, subsidiary, predecessor, successor and affiliated companies, in such capacities and their respective
directors, managers, officers, employees, representatives, agents and equity holders (collectively, the “Releasees”), from any and all claims, liabilities, obligations, damages, causes of action, demands, costs, losses and/or
expenses (including attorneys’ fees) of any nature whatsoever, whether known or unknown, fixed or contingent, which Executive may have or claim to have against any of the Releasees as a result of Executive’s employment and/or termination
from employment and/or as a result of any other matter, in any way arising on or before the date of Executive’s signing of this Release, including, but not limited to, rights arising out of alleged violations of any contracts, express or
implied, verbal or written, quantum meruit, any covenant of good faith and fair dealing, express or implied, or any tort or claim for personal injury or invasion of privacy, any claims regarding the enforceability of the restrictive covenants or the
resulting effects of any Restrictive Covenant Violations, or any legal restrictions on Academy’s right to terminate employees, or any federal, state or other governmental statute, regulation or ordinance under which the Executive has any claim
against any of the Releasees, including, without limitation, Title VII of’ the Civil Rights Act of 1964, as amended, and the Age Discrimination in Employment Act of 1967, as amended, Chapters 21, 61, and 451 of the Texas Labor Code, the Equal
Pay Act, the Fair Labor Standards Act, the Consolidated Omnibus Budget Reconciliation Act, the Employee Retirement Income Security Act of 1974, as amended, the Civil Rights Act of 1991, the Family and Medical Leave Act of 1993, and the Americans
with Disabilities Act of 1990, the Genetic Information Nondiscrimination Act, the Occupational Safety & Health Act, the National Labor Relations Act, Section 1981 of the Civil Rights Act of 1866, the Fair Labor Standards Act, and the
Sarbanes Oxley Act of 2002, claims for workers’ compensation, wages or any other compensation other than any pending workers’ compensation benefits claims, or claims for benefits including, without limitation, those arising under the
Employee Retirement Income Security Act (other than any claims for vested benefits). In addition, to the extent permitted by law, the Executive waives all rights and benefits afforded by any laws which provide in substance that a general release
does not extend to claims which a person does not know or suspect to exist in Executive’s favor at the time of executing the release which, if known by Executive’s, must have materially affected the Executive’s settlement with the
other person. 

  
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 (b)    The exceptions to the foregoing release are
(i) claims and rights that may first arise after the date of Executive’s signing of this Release, (ii) any existing right to indemnification under applicable laws, plans, organizational documents, or agreements (which is hereby
ratified and confirmed), (iii) any rights of Executive as an insured, or to coverage, under any director’s and officer’s liability insurance policy of Academy or its parent entities or Affiliates, and (iv) any claims, rights or
obligations of Executive under applicable law which cannot be waived or released pursuant to an agreement as a matter of law. 

(c)    Executive represents and warrants that Executive has not previously filed, and to the maximum extent
permitted by law, agrees not to file, a claim against any Releasee regarding any of the claims respectively released herein. If, notwithstanding this representation and warranty, Executive has filed or files such a claim, Executive agrees to cause
such claim to be dismissed with prejudice and shall pay any and all costs required in obtaining dismissal of such claim, including without limitation the attorneys’ fees and expenses of any of the parties against whom such a claim has been
filed. Executive has not previously assigned or transferred any such claim, agrees not to file a lawsuit asserting any such released claims, and Executive agrees not to accept any monetary (money) damages or other personal relief (including legal or
equitable relief) in connection with any administrative claim or lawsuit filed by any person or entity against any of the Releasees. 

2.    Waiver, Release, and Discharge of Age Discrimination Claims. In addition to
Executive’s waiver, release and discharge of all claims, Executive acknowledges the following: 

(a)    This Release is written in a manner understood by Executive and that Executive in fact understands
the terms, conditions, and effect of this Release. 
 (b)    The release by Executive in this Release
refers to rights or claims arising under the Age Discrimination in Employment Act and Older Workers’ Benefit Protection Act. 

(c)    Executive does not waive rights or claims that may arise after the date Executive signs this
Release. 
 (d)    Executive waives rights or claims only in exchange for consideration in addition to
anything of value to which Executive is already entitled. 
 (e)    Executive is advised in writing to
consult with an attorney prior to executing this Release, and Executive has done so to the extent Executive so desired. 

  
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 (f)    Executive fully understands all of the terms of
this Release and knowingly and voluntarily enters into this Release, including Executive’s waiver, release, and discharge of age discrimination claims. 

(g)    Academy has delivered this Release to Executive to consider on [DATE], (the “Delivery
Date”). Executive has had more than twenty-one (21) days following the Delivery Date in which to consider this Release before executing it. 

(h)    Executive has seven (7) days following Executive’s signing of this Release to revoke the
waiver of any age discrimination claims and Section 2 of this Release or Executive’s representations made in Section 2 of this Release (the “Revocation Period”). If Executive decides to revoke this waiver of age
discrimination claims and representations made under Section 2 of this Release, Executive must send written notice of revocation to Academy within the Revocation Period and this Release shall be deemed revoked by Executive and Academy shall not
be obligated to deliver any portion of the Separation Consideration to Executive. 

3.    Administrative Complaint. Nothing in this Release shall prevent Executive from tiling a
charge or complaint, including a challenge to the validity of this Release, or making a disclosure or report of possible unlawful activity with any governmental agency, including but not limited to the Equal Employment Opportunity Commission
(“EEOC”) or the National Labor Relations Board (“NLRB”), or the Securities and Exchange Commission (“SEC”) or comparable federal, state or local agency, or to an attorney, solely for the purpose of
reporting or investigating a suspected violation of law, or from participating in any investigation or proceeding conducted by the EEOC, NLRB, SEC or comparable federal, state or local agency, or other actions protected as whistleblower activity
under applicable law. Further, a disclosure of trade secrets is not a prohibited disclosure if made in a complaint or other document filed in a lawsuit or other proceeding, if such filing is made under seal. This Release does not impose any
condition precedent (such as prior disclosure to Academy), any penalty, or any other restriction or limitation adversely affecting Executive’s rights regarding any EEOC, NLRB, SEC, or comparable federal, state or local agency claim or
investigation or proceeding conducted by any such administrative agency. Executive understands and recognizes that if a charge is filed by Executive or on Executive’s behalf with an administrative agency other than the SEC, or if Executive
participates in any investigation or proceeding with any such agency, Executive will not he entitled to any damages or payment of any money relating to any event which occurred prior to Executive’s execution of this Release.  

  
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 AGREED AND ACCEPTED, on this
                     day of                      

  

			
	EXECUTIVE
		
	By:	 	
                     
                                        

	Name:	 	Steve Lawrence

  
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