There’s a particular kind of magic that happens when the holidays collide with pure, unfiltered play—the kind that lives in driveways, living rooms, backyards, and family basements across America. For Academy Sports + Outdoors’ holiday campaign, photographer Troy Nebeker brought that spirit to life with a cinematic blend of heart, humor, and athletic energy alongside agency partner McGarrah Jessee.
Each image in this series radiates a familiar nostalgia—the warmth of twinkle lights, the chaos of friendly competition, and the small, joyful moments that define the season. Through Troy’s lens, the holidays feel less like a posed postcard and more like the lively, lovable scenes unfolding in real households everywhere.
Driveway Dreams: The Holiday Dunk
The campaign opens on a classic suburban driveway where a burst of motion steals the frame—a high-flying dunk attempt beneath a string of colorful holiday lights. The energy is playful, effortless, and full of heart.
A friend stands by with a basketball tucked under her arm and a grin that says she’s seen this move a hundred times… but it never gets old.
Troy captures that blend of athleticism and everyday joy—the spirit of the holidays lived outdoors, where crisp air, cracked concrete, and big laughs are all part of the season’s charm.
Family Rivalries, Home-Court Advantage
Inside, the action shifts to a cozy, wood-paneled living room vibrant with holiday décor. A foosball match is underway—fierce, focused, and filled with trash-talk only family can get away with.
The image feels like stepping straight into someone’s cherished holiday tradition: the rematch that happens every year, the uncle who plays way too competitively, the kids who finally might beat him.
Lights twinkle, paper chains loop across the room, and you can practically hear the clack of foosball rods and the laughter that follows.
This is the holidays as we truly know them—spirited, imperfect, and full of connection.
Game-Day Joy (Texas Style)
Nothing says “togetherness” like cheering on your favorite team, and Troy captures that full-body joy in a scene overflowing with school spirit. A family decked out in Texas gear leaps off the couch in celebration—arms raised, drinks sloshing, faces lit with genuine excitement.
The image is electric, communal, and deeply familiar to anyone who’s ever held their breath through the final seconds of a game. It’s not just about sports; it’s about the rituals that bring families and friends together during the holidays. The snacks, the superstitions, the sudden hugs from people who rarely hug.
Troy’s eye hones in on the honesty of the moment—the kind of shot that feels alive.
Golden Hour Glory
The campaign closes with a dramatic, iconic basketball moment: a sunset dunk shot from below, the hoop silhouetted against a wide-open sky. The athlete hangs from the rim, frozen between light and motion, with the ball mid-slide through the net.
It’s a scene that feels equal parts heroic and nostalgic, the kind of image that could live in a classic sports magazine or a teenager’s bedroom wall.
The soft gold light amplifies the emotion—reminding us that even in the middle of winter festivities, play continues to be a place where joy shows up freely.
A Campaign Rooted in Real Life
What makes this holiday series so compelling is its relatability. Troy Nebeker’s images don’t just highlight products—they celebrate moments, the ones families look forward to all year long. Driveway games. Indoor tournaments. The thrill of game day. The beauty of golden-hour outdoor play.
This campaign is a reminder that the best gifts aren’t just wrapped—they’re lived.
Academy Sports + Outdoors tapped into something timeless: the joy of play shared among people you love. And through Troy’s vibrant storytelling, that joy becomes instantly, vividly recognizable.
