Challenge

Wilson, the iconic American sporting goods brand, came to us at an inflection point. The company had been at the center of sport for over a century, making world-class hard goods like balls, bats, rackets, clubs, and gloves to give athletes an edge. While their products were well-known by athletes around the world, they were preparing to launch their first-ever apparel line, and recognized that the brand needed to stand for something bigger.

Approach

We started by shaking down the brand through a visual audit and interviews with employees and athletes alike to understand brand perception and the role that sport plays in their lives.

We learned unequivocally that sports matter — they add meaning to our lives and teach us things. How to persist. How to work together. How to fail. And most importantly, that what lies within is bigger than anything that lies ahead.

We repositioned Wilson and authored a proactive, authentic mission for the brand and business: “empower every human to live life like an athlete.” On this foundation, we set out to refresh the brand identity and execute a digital launch strategy for Wilson Sportswear from concept through production.