Academy Sports is an unfamiliar retail brand in this market, but familiar to shoppers in Richmond, Fredericksburg and Winston-Salem, North Carolina. It is going after the same market as Dick’s Sporting Goods, which has a location across the street, and strives to outcompete the sporting goods departments of Walmart and Target, which also have stores nearby.

Situated in a 55,000-square-foot space, Academy Sports carries: camping, fishing and hunting gear including guns and ammunition; equipment for organized sports such as basketball, golf and volleyball; recreation miscellany such as barbecues, patio furniture, skateboards, trampolines and watches. Manufacturers in foreign countries such as China, Vietnam, El Salvador and Bangladesh produce a significant share of what’s sold in the store, with logistics centralized in a global sourcing office in Hong Kong. These details appear in its filings with the U.S. Securities and Exchange Commission.

Based in Katy, Texas, the company posted profits of $628 million on sales of nearly $6.4 billion in the 12-month period that ended Jan. 28.

Company officials expect the Christiansburg store, which opened Nov. 6, to employ 60 people, Academy spokeswoman Liz Arnold said.

Owner Segall Group describes the Christiansburg Marketplace as “a 200,000 square foot shopping center undergoing a redevelopment with new anchors, shop space, and a new signalized entrance on Franklin Street.”