We use femtosecond time-resolved hard x-ray scattering to detect coherent acoustic phonons excited during ultrafast laser demagnetization of bcc Fe films. We determine the lattice strain propagating through the film through analysis of the oscillations in the x-ray scattering signal as a function of momentum transfer. The width of the strain wavefront is ~100 fs, similar to demagnetization timescales. First-principles calculations show that the high-frequency Fourier components of the strain, which give rise to the sharp wavefront, could in part originate from non-thermal dynamics of the lattice not considered in the two-temperature model.